DOI QR코드

DOI QR Code

해외 디지털 패션브랜드에 나타난 패션디자인 요소의 특징에 관한 연구

Analysis of Digital Fashion Design Elements Focusing on Overseas Digital Fashion Brands

  • 홍윤정 (연세대학교 패션디자인학과)
  • Yun Jung Hong (Dept. Human Environment&Design, Yonsei University)
  • 투고 : 2023.02.03
  • 심사 : 2022.02.26
  • 발행 : 2023.02.28

초록

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.

키워드

참고문헌

  1. @vaneszs.h in Republiqe. (n.d). [Photograph], Vogue. Retrieved August 3, 2022, from https://vogue.sg/republiqe-digital-fashion/ 
  2. Abad, M. (2020, June 18). Tribute brand is making 'Countless' clothes for the cyber age. Paper. Retrieved August 3, 2022, from https://www.papermag.com/tribute-brand-digital-clothing-interview-2646199820.html 
  3. Acceleration Studies Foundation. (2007). Metaverse roadmap, pathway to the 3d web-A cross-industry public foresight project. Retrieved August 3, 2022, from https://www.metaverseroadmap.org/overview/ 
  4. An, K. S. (2008). The study on futurism image expressed in the early 21st century fashion. Journal of Korea Design Knowledge, 8, 185-193. doi:10.17246/jkdk.2008..8.021 
  5. Ariella in Republiqe. (n.d). [Photograph]. Vogue. Retrieved August 3, 2022, from https://vogue.sg/republiqe-digital-fashion/ 
  6. Auroboros AR Look. (n.d). [Photograph], Auroboros. Retrieved August 3, 2022, from www.auroboros.co.uk 
  7. Auroboros's Sci-fi fantasy digital wear. (n.d). [Photograph], Economy Chosun. Retrieved August 3, 2022, from http://economychosun.com/client/news/view.php?boardName=C03&t_num=13613115 
  8. Bang, E. H. (2022). A study on factors influencing brand selection of metaverse users: Focusing on fashion collaboration in ZEPETO (Unpublished master's thesis). Yonsei University, Seoul, Korea. Retrieved from http://www.riss.kr/link?id=T16071863&outLink=K 
  9. Castells, M. (2010). The rise of the network society (2nd ed.). West Sussex, England; Wiley-Blackwell. 
  10. Chia, J., & Fong, N. (2021. July 14). 7 digital fashion houses to know. Female. Retrieved August 3, 2022, from https://www.femalemag.com.sg/gallery/fashion/digital-fashion-brands-clothes-garments-virtual-sustainable/ 
  11. Cho, E. S., & Cho Y. S. (2022). The influence of the consumer culture of the MZ generation on the fashion metaverse system. 2022 Spring Conference on The Korea Society of Fashion Design (pp.139-141). Seoul: The Korea Society of Fashion Design. 
  12. Choi, B. (2022, June 2). 패션산업, '메타버스 마인드셋'을 입다! [Fashion industry wear metaverse mindset!]. News2day. Retrieved August 3, 2022, from https://www.news2day.co.kr/article/20220601500031 
  13. Chun, J. H., & Ha, J. S. (2006). A study on formative features of fashion design in digital era. Journal of The Korean Society of Clothing and Textiles, 30(11), 1560-1571. Retrieved from https://kiss.kstudy.com/thesis/thesis-view.asp?key=2577558 
  14. Dai, X., & Choi, S. A. (2022). A study on the concept and characteristics of metaverse and metaverse fashion. 2022 Spring Conference on The Korea Society of Fashion Design (pp.165-166). Seoul: The Korea Society of Fashion Design. 
  15. Dressx. (n.d.). Dressx Vision. Retrieved August 3, 2022, from https://dressx.com/pages/about 
  16. DressX Application. (n.d). [Photograph]. DressX. Retrieved August 3, 2022, from https://nft.dressx.com/ 
  17. DressX AR Look. (n.d). [Photograph]. DressX. Retrieved August 3, 2022, from https://nft.dressx.com/ 
  18. DressX VR Look. (n.d). [Photograph]. DressX. Retrieved August 3, 2022, from https://nft.dressx.com/ 
  19. Ellen Macarthur Foundation. (2021, November 23). A digital-only, multi-brand fashion platform: DRESSX. Retrieved August 3, 2022, from https://ellenmacarthurfoundation.org/circular-examples/dressx 
  20. Faiss, I. (2021, February 25). Regina Turbina/Replicant. Fashion 1. Artificial intelligence makes fashion, style in progress. Retrieved August 3, 2022, from https://www.style-in-progress.com/en/digital-fashion/regina-turbina-replicant-fashion-kuenstliche-intelligenzmacht-mode/ 
  21. Happy99. (n.d.). Ssense. Retrieved August 3, 2022, from https://www.ssense.com/ko-kr/women/designers/happy99 
  22. Happy99's AR Look. (2020). [Photograph]. Nylon, Retrieved August 3, 2022, from https://www.nylon.com/fashion/meet-nathalie-nguyen-the-artist-model-behind-virtual-streetwear-brand-happy99 
  23. Happy99's Digital Fashion Design. (n.d.). [Photograph]. Happy99. Retrieved August 3, 2022, from https://happy99.online/ 
  24. Happy99's Digital Object. (n.d.). [Photograph]. Happy99, Retrieved August 3, 2022, from https://happy99.online/ 
  25. Han, S. J., & Kim, E. Y. (2016). Fashion Design. Paju: Kyomunsa. 
  26. Heo, S., & Lee, Y. (2013). The interaction expressed in 21st century's digital fashion: Focused on the luminescence digital fashion designs. Journal of the Korean Society of Costume, 63(4), 17-29. doi:10.7233/jksc.2013.63.4.017 
  27. Huh, J. S., & Ro, M. K. (2013). Formative characteristics of the futuristic image expressed in contemporary fashion: Focusing on fashionable technology. Journal of the Korean Society of Fashion Design, 13(3), 177-193. Retrieved from https://www.earticle.net/Article/A204424 
  28. Kang, J., & Kwon, G. (2021). A study on the expression types and internal meanings of ecology images appeared in modern digital fashion. The Research Journal of the Costume Culture, 29(3), 422-436. doi:10.29049/rjcc.2021.29.3.422 
  29. Kim, J. Y. (2009). A study on the modeling characteristics of futurism fashion-Focusing on the fashion collections during 2006~2009 years. Journal of Korea Design Knowledge, 11, 30-41. Retrieved from https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE01775239 
  30. Kim. K., Seong, O., & Kim, S. (2022). Analysis of virtual fashion style preferences and purchasing behavior of metaverse platform 'Zepeto' users. Journal of Fashion Business, 26(3), 33-49. doi:10.12940/jfb.2022.26.3.33 
  31. Kim, S. Y. (2020). Case and meaning of gamification by the convergence of fashion and game: Focusing on luxury fashion brands. The Korean Society of Science & Art, 38(4), 17-32. doi:10.17548/ksaf.2020.09.30.17 
  32. Kim, S. Y. (2022). User brand experience based on the interaction in metaverse: Focused on ZEPETO (Unpublished master's thesis). Hongik University, Seoul, Korea. Retrieved from http://www.riss.kr/link?id=T16361465 
  33. Kim, W. B., Huh, H. J., & Choo, H. J. (2022). Case study on fashion brand flagship store in metaverse: Focusing on fashion brand in ZEPETO. Journal of the Korean Society of Clothing and Textiles, 46(3), 545-563. doi:10.5850/JKSCT.2022.46.3.545 
  34. Kim, Y. I., Kim, E. K., Kim, J. Y., Kim, H. S., Moon, Y. E., Lee, Y. J., Lee, J. H., & Choo, S. Y. (2009). Color language of fashion. Paju: Kyomunsa. 
  35. Kim, Y. K., & Yoo. Y. S. (2011). A study on expressional characteristics of design of digital naturalism appeared in fashion. Journal of Basic Design & Art, 12(2), 113-124. Retrieved from https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001549395 
  36. Lee, D. B. (2022, July 26). 가상 패션 브랜드 오로보로스, "인스타그램.메타버스에서 입는 명품 옷 만들어요" [Virtual fashion brand Auroboros, "We make luxury clothes for Instagram and Metaverse"]. Chosunbiz Retrieved August 3, 2022, from https://biz. chosun.com/distribution/fashion-beauty/2022/07/26/GYNDJQIIU5CIXMEHMH6M352Q2A/ 
  37. Lee, E. J., & Lee, J. H. (2021). Interactive characteristics and development direction of augmented reality in fashion communication. Journal of Fashion Design, 21(1), 21-36. doi:10.18652/2021.21.1.2 
  38. Lee, H., & Ku, Y. (2020). Classification and characteristics of augmented reality contents of fashion brands. Fashion & Textile Research Journal, 22(3), 310-322. doi:10.5805/SFTI.2020.22.3.310 
  39. Lee, J. H. [Jaehong]. (2022. August 2). 게임스토리텔링 [Game Storytelling]. ETNEWS, Retrieved August 3, 2022, from https://www.etnews.com/20220802000058 
  40. Lee, J. S. [Jongsuk]. (2022. July 14). 패션업계, 'NFT' 시장 잇따라 진출 [Fashion industry enters 'NFT' market one after another]. Apparelnews, Retrieved August 3, 2022, from http://m.apparelnews.co.kr/news/news_view/?cat=&idx=199151 
  41. Lee, K. H., Jea, K. Y., & Choi, J. H. (2016). Color psychology & fashion styling workbook.. Paju: Kyomunsa. 
  42. Marketplace of Replicant. (n.d). [Photograph]. Replicant. Retrieved August 3, 2022, from https://en.replicant.fashion/ 
  43. Metaverse Market Research Report. (2022). Market Research Future. Retrieved February 26, 2023, from https://www.marketresearchfuture.com/reports/metaverse-market-10744 
  44. Min, E. S. (2016, December 1). 한국 패션 리더십 4.0 시 대 돌입 [Korea's Fashion Leadership 4.0 Era Enters]. Fashionbiz. Retrieved August 3, 2022, from http://www.fashionbiz.co.kr/article/view.asp?cate=6&sub_num=106&idx=157621 
  45. Mycky Brown in a Tribute AR Look. (2020). [Photograph]. Paper. Retrieved August 3, 2022, from https://www.papermag.com/tribute-brand-digital-clothing-interview-2646199820.html?rebelltitem=35#rebelltitem35 
  46. Nam, Y. J. (2021). The types and values of fashion based on virtual reality technology in the age of digital transformation. Journal of Basic Design & Art, 22(5), 117-128. doi:10.47294/KSBDA.22.5.9 
  47. Nicola Formichetti in a Tribute AR Look. (2020). [Photograph]. Paper. Retrieved August 3, 2022, from https://www.papermag.com/tribute-brand-digital-clothing-interview-2646199820.html?rebelltitem=35#rebelltitem35 
  48. Oh, S. M. [Sumin]. (2022). Effects of appearance similarity and fashion item reality on intention to use metaverse (Unpublished master's thesis). Seoul University, Seoul, Korea. Retrieved from http://www.riss.kr/link?id=T16161734 
  49. Oh, S. K. [Sangkyu]. (2022, July 20). 산업용 메타버스가 주목되는 이유 [Why industrial metaverse are getting attention]. EnergyEconomyNews, Retrieved August 3, 2022, from https://m.ekn.kr/view.php?key=20220719010003145 
  50. Onufrowicz, M. (2021, February 12). AUROBOROS is the tech fashion house creating celestial cyber couture. Dazed. Retrieved August 3, 2022, from https://www.dazeddigital.com/fashion/article/51913/1/auroboros-celestial-couture-alexander-mcqueen-vr-technology-digital-fashion 
  51. Park, J. H. (2022. July 20). 메타, 디지털 패션 스타트업과 함께 가상의류 출시 [Meta launches virtual clothing with digital fashion start-up]. Decenter. Retrieved August 3, 2022, from https://decenter.kr/NewsView/268LGQV62X 
  52. Park, J. S. (2021, June 21). 메타버스(Metaverse)와 스마트 팩토리 [Metaverse and smartfactory]. Edaily, Retrieved August 3, 2022, from https://www.edaily.co.kr/news/read?newsId=01207046629081064&mediaCodeNo=257&OutLnkChk=Y 
  53. Park, K. S. (2021). A case study of virtual fashion industry of fashion brands through convergence with metaverse, The Korean Society of Science & Art, 39(4), 161-178. doi:10.17548/ksaf.2021.09.30.161 
  54. Park, M., & Ko, H. Z. (2017). (A) study on digital fashion from the aesthetic perspective of media. The Research Journal of the Costume Culture, 25(1), 48-63. doi:10.7741/rjcc.2017.25.1.048 
  55. Park, Y. (2022). Digital fashion product value and purchase behavior on the metaverse platform (Unpublished master's thesis). Yonsei University, Seoul, Korea. Retrieved from http://www.riss.kr/link?id=T16071864 
  56. Palumbo, J. (2021, December 15). Digital dress codes: What will we wear in the metaverse?. CNN. Retrieved August 3, 2022, from https://edition.cnn.com/style/article/metaverse-digital-fashion/index.html 
  57. Radin, S. (2020, August 18). Nathalie Nguyen's Happ99 is the anti-fashion brand made of digital -only designs. Nylon. Retrieved August 3, 2022, from https://www.nylon.com/fashion/meet-nathalie-nguyenthe-artist-model-behind-virtual-streetwear-brand-happy99 
  58. Replicant. (n.d.). Replicant. Retrieved August 3, 2022, from https://en.replicant.fashion/ 
  59. Replicant AR Look. (n.d). [Photograph]. Replicant. Retrieved August 3, 2022, from https://en.replicant.fashion/ 
  60. Republiqe. (n.d). Republiqe, Retrieved August 3, 2022, from https://republiqe.co 
  61. Republiqe's Bubblz AR Collection. (n.d). [Photograph]. Vogue. Retrieved August 3, 2022, from https://vogue.sg/republiqe-digital-fashion/ 
  62. Republiqe's Furr VR Collection. (n.d). [Photograph]. Vogue. Retrieved August 3, 2022, from https://vogue.sg/republiqe-digital-fashion/ 
  63. Rijmenam, M. V. (2022, August 10). Digital Fashion: The Next Frontier in Fashion. The Digital Speaker. Retrieved August 20, 2022, from https://www.thedigitalspeaker.com/digital-fashion-next-frontier-fashion/ 
  64. Sarmakari, N. (2021). Digital 3D fashion designers: Cases of Atacac and the fabricant. Fashion Theory. doi:10.1080/1362704X.2021.1981657 
  65. Sarmakari, N., & Vanska, A. (2022). 'Just hit a button!' - fashion 4.0 designers as cyborgs, experimenting and designing with generative algorithms. International Journal of Fashion Design, Technology and Education, 15(2), 211-220. doi:10.1080/17543266.2021.1991005 
  66. Sarah Wasko in a Tribute AR Look. (2020). [Photograph]. Paper. Retrieved August 3, 2022, from https://www.papermag.com/tribute-brand-digital-cloth ing-interview-2646199820.html?rebelltitem=38#rebelltitem38 
  67. Shin, H. (2022). Characteristics of application of augmented reality technology according to the digital transformation in the fashion industry. The Journal of the Convergence on Culture Technology, 8(1), 597-603. doi:10.17703/JCCT.2022.8.1.597 
  68. Shin, J. Y., & Jeong, I. S. (2021, August 29). 패션 NFT, 거대한 시장이 온다 [Fashion NFT, big market coming]. CoinDesk Korea. Retrieved August 3, 2022, from http://www.coindeskkorea.com/news/articleView.html?idxno=75023 
  69. The fabricant. (n.d.). Always digital, Never Physical. Retrieved August 3, 2022, from https://www. thefabricant.com/ 
  70. The Fabricant AR Look. (n.d.). [Photograph]. The Fabricant. Retrieved August 3, 2022, from www.thefabricant.com/ 
  71. The Fabricant Studio. (n.d.). [Photograph]. The Fabricant. Retrieved August 3, 2022, from www. thefabricant.com/ 
  72. The Fabricant VR Look. (n.d.). [Photograph]. The Fabricant. Retrieved August 3, 2022, from www. dezeen.com 
  73. The dematerialised AR Look 1. (n.d.). [Photograph]. The dematerialized. Retrieved August 3, 2022, from thedematerialised.com 
  74. The dematerialised AR Look 2. (n.d.). [Photograph]. The dematerialized. Retrieved August 3, 2022, from thedematerialised.com 
  75. The dematerialised AR Look 3. (n.d.). [Photograph]. The dematerialized. Retrieved August 3, 2022, from thedematerialised.com 
  76. Tribute. (n.d..). Trbute-brand. Retrieved October 3, 2022, from https://www.tribute-brand.com/tributetext/tribute-brand 
  77. Vogue business team. (2022, September 23). Highlights from the Vogue business metaverse atelier with epic games. Vogue Business. Retrieved October 3, 2022, from https://www.voguebusiness.com/events/highlights-from-the-vogue-business-metaverse-atelier-with-epic-games 
  78. Woo, J. Y., & Lee, J. H. (2021). Strategic analysis of digital native fashion brand from Storyscaping Perspective. Journal of Fashion Design, 21(2), 37-55. doi:10.18652/2021.21.2.3 
  79. Yun, H., & Ko, E. (2021). Comparative analysis of seven digital fashion weeks. Journal of Fashion Business, 25(3), 36-50. doi:10.12940/jfb.2021.25.3.36