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http://dx.doi.org/10.29049/rjcc.2020.28.5.692

Digital persona in E-girl and E-boy fashion images  

Uh, Kyung Jin (Dept. of Fashion Design Business, Yeon Sung University)
Publication Information
The Research Journal of the Costume Culture / v.28, no.5, 2020 , pp. 692-704 More about this Journal
Abstract
The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z's unique subculture 'E-girl' and 'E-boy' to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks' Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z's culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.
Keywords
gen Z; e-girl; e-boy; fashion image; digital persona;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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