• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1259-1271
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• 2011

This study investigates and compares the changes of naturalism in fashion presented over a 30-year period to understand the diversity of naturalism in fashion. Data were collected from 59 volumes of the "Vogue" magazine for January and July in each year from 1980 to 2009. The data used for content analysis consists of 440 words and these were condensed into three periods according to decade(1980~1989, 1990~1999, and 2000~2009). The selected words were classified into four sub-themes according to the previous research definitions such as primitive look, natural look, eco look and handcrafted look. The results are as follows. First, naturalism of fashion was highly presented in the 1980s but the percentages of naturalism in three decades were all more or less similar. Especially, natural look appeared more in the 1980s and eco look was in the 1990s, while natural look, eco look and handcrafted look were found all together in the 2000s. Second, naturalism of fashion showed higher frequency of F/W seasons in the 1990s, while S/S seasons in the 1990s and 2000s. In particular, natural look was presented more at S/S seasons. The sub-themes coexistence were presented in the 24 seasons out of 59 seasons and showed more variously in the 2000s. Third, the words selected from sub-themes of naturalism in fashion demonstrated the differences by decade.