• International Journal of Costume and Fashion
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• 제10권1호
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• pp.67-79
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• 2010

Cultural sensation by appearance of Elvis Aaron Presley is thought to have been greatly influenced by spread of popular culture beginning to form with the development of mess media in USA that was changed rapidly after the war, changing aspect of popular music in U.S.A through the media development and teenager culture of USA that has rapidly emerged. Elvis intended to change into 'music to be seen' deviating from 'music to be simply listened to' with expressing the conversion of sexual consciousness, defiance to older generation and a sense of value on wealth, and the like, and also suggested a new culture and style to the young people at that time. Flow of Elvis's fashion may be categorized into the classifications such as the fashion in the period. First, Formative period(before 1954) distinguished by pimp look and sideburns with tough image and wild clothes. Second, Establishment period(1954-57) may be categorized into the hot rockabilly style which showed a glittering fashion by brilliant and colorful costumes, the cool rockabilly style which changed him to a fashionable star of modem image(1958-60). Third, re-heyday(after 1968) where a brilliant and bold decoration was displayed. In Elvis fashion, the masculine sensualism, defiance to main value and expression of luxury and consuming culture, etc. are included as a unique aesthetic consciousness. 'Expression of masculine sensualism' represented the sensualism through sexual objectification of men's body by men's sexual ostentation which was prohibited. 'Defiance to main value' means that attempts of non-mainstream image for social class are expressed with an exercise of power by young people through the public. Although the Elvis look has fanned an anti-culture, it was expressed and accepted as having a normally capitalistic appearance. In addition, it being thought of as the standard, symbolizing a success and a wealth through the presentation of image which accepted this material benefit, we may classify this into 'expression of luxury and consuming culture'.