Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Analysis of Digital Fashion Design Elements Focusing on Overseas Digital Fashion Brands

해외 디지털 패션브랜드에 나타난 패션디자인 요소의 특징에 관한 연구

  • Yun Jung Hong (Dept. Human Environment&Design, Yonsei University)
  • 홍윤정 (연세대학교 패션디자인학과)
  • Received : 2023.02.03
  • Accepted : 2022.02.26
  • Published : 2023.02.28
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Abstract

This study attempted to understand current status of overseas virtual fashion brands and analyze attributes of common digital fashion brands. Based on brand analysis criteria of previous studies, digital fashion brands were analyzed for brand concept, price range, characteristic elements, and attributes. Digital fashion design elements of items, colors, materials, patterns, and effects were analyzed by collecting images of brands' digital fashion design products. Digital fashion brands could be divided into experimental and creative digital fashion brands and digital fashion brands aiming for popular brands. This study introduces a creative fashion collection that experiments sustainability and future value. It shares a new way of self-expression and a playful culture centered on the younger generation. In terms of fashion design elements, fashion items were similar to the existing fashion category, but included other accessories that reflected the lifestyle of Generation Z. Silhouette expressed a minimalistic futuristic image centered on straight silhouettes. Color showed a bold and modern color image through black and color contrast. Unique patterns reflecting the concept of the brand appeared, centering on abstract and geometric patterns. Regarding materials and effects, new elements differentiated from existing fashion design area, showing meaningful characteristics. Digital materials are developed and proposed for sustainability. Materials (such as metal, glass, plastic) and effects (such as weightlessness, flames) expand impossible senses in reality and enable new fashion experiences. This is a case study of digital fashion brands. It is meaningful in that it identifies characteristics and discusses their values and meanings.

Keywords

References

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