Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Expressionistic Visual Aesthetics in Gentle Monster's Fashion Films

젠틀몬스터(Gentle Monster) 패션 필름에 나타난 표현주의적 영상 미학

  • Mikyung Kim (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Eunhyuk Yim (Dept. of Fashion Design, Sungkyunkwan University)
  • 김미경 (성균관대학교 의상학과) ;
  • 임은혁 (성균관대학교 의상학과)
  • Received : 2024.02.29
  • Accepted : 2024.07.19
  • Published : 2024.10.31
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Abstract

While fashion serves as a symbol representing aesthetic discourse. New, multilateral approaches at fashion films deliver creative images and messages through fashion. This study aims to explore expressionistic visual aesthetics and narratives found in fashion films as meaningful content of new media's changing fashion communication strategies, focusing on Gentle Monster. We can better understand the unique purpose of fashion films by analyzing their aesthetic strategies for conveying branding message. The case studies included six episodes of campaign fashion films posted on Gentle Monster's official YouTube channel from 2015 to 2018. The fashion films of Gentle Monster consistently deliver the brand's creative imagination reflecting expressionistic visual aesthetics and unconscious desires, such as conveying intense emotions with extreme juxtaposition, visual development of strange and distorted narratives, and novel compositions of technical and surreal imagery. Gentle Monster's films establish resolute brand identity by presenting ideal aesthetics that break away from conventional aesthetics and traditional concepts of beauty.

Keywords

References

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