The Korean Fashion and Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Vernacular Virtual Image in Digital Fashion Media

디지털 패션미디어에 표현된 버내큘러 가상이미지 연구

  • Junho Kang (Dept. of Clothing & Textiles, Kyungpook National University) ;
  • Giyoung Kwon (Dept. of Clothing & Textiles, Kyungpook National University)
  • Received : 2024.07.23
  • Accepted : 2024.08.19
  • Published : 2024.08.31
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Abstract

By analyzing vernacular with period and local cultural characteristics in digital fashion media, this study seeks to present visual ideas that effectively convey fashion media presentation methods and fashion concepts. To that end, it collected cases from news articles related to vernacular, digital fashion media, and virtual media published since 2013. "Vernacular" refers to the everyday language used within a specific culture or region. It encompasses unembellished forms that embody the sentiments and understandings of people living within the same contemporary cultural context. The vernacular represented in digital fashion media can be placed into three primary categories: character-centered fashion design expression types, representations through spatiotemporal background images, and layout expressions focused on image processing and editing. The vernacular in digital fashion media can be understood as follows based on expression types. First, it encompasses the concept of digital nostalgia, evoking emotional reminiscence and recalling past cultures. Second, vernacular signifies virtual heritage, in which traditional, geographical, and indigenous characteristics are expressed in the virtual environments of modern society, thereby preserving cultural heritage. Lastly, it represents a hyper-connection, conveying the messages and emotions of fashion brands and enhancing interaction with consumers. In conclusion, the significance of the vernacular in digital fashion media is that it provides creative methods to enhance cultural diversity, as well as visual ideas for effectively conveying fashion concepts.

Keywords

Acknowledgement

이 논문은 2021년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2021S1A5B5A17048496).

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