• Journal of Fashion Business
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• v.22 no.6
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• pp.115-130
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• 2018

This study looked at how New Zealand's national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand '100% pure New Zealand' in 1999, and in 2003 it announced the slogan 'new thinking New Zealand' with the value of 'newness' and 'innovation'. It also has 'Maori branding'. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of 'New Zealand ecology image', 'ethnic & Kiwiana image', 'nostalgic travel image' and 'pop image'.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.686-693
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• 2022

The rapid development of the fashion industry in contemporary society has also caused various problems such as environmental pollution, material excess, and spiritual poverty. Accordingly, traditional Chinese Taoist aesthetics can solve the spiritual poverty that people are facing today, and the spiritual pursuit of returning to innocence. This study focuses on the works of first generation Chinese designer Ma Ke as an example to discuss the embodiment and application of Taoist aesthetics. The results are as follows: First, Ma Ke's works emphasize the value of handicraft through traditional handcrafting and natural fibers, which reflect the beauty of simplicity and the non-action of Taoist aesthetics. Second, the works acknowledge nature by using natural materials and retaining their original appearance, which embodies Taoist aesthetics of the beauty in non-action and living in harmony with nature. Third, the collections reflect a critical attitude toward the fashion industry and consumer culture by rethinking consumerism and advocating environmental protection, thus propagating the beauty in simplicity and the harmonious life with nature in Taoism aesthetics. In conclusion, Ma Ke's designs incorporating sustainability and handicraft exhibit the core features of Taoist aesthetics, including the beauty in simplicity, non-action, and living in harmony with nature while exploring the relationship between modernity and tradition, man and nature, and handicraft and fashion. This research can contribute to understanding Ma Ke's works in promoting critical thinking about the fashion industry through Taoist aesthetics.

• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.409-416
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• 2009

Consumer Innovativeness is the level of acceptance tendency of new thinking, new product, and service without any communication with other people or experience. Product Innovativeness can be defined with the terms, newness, discontinuous, and radicalness of a product. The purpose of this research is finding if there are relationship between consumer innovativeness, consumers' product innovativeness evaluation, and attitude toward a product. The subjects were 338 male and female consumers aged from 18 to years old. The data were analyzed by regression analysis, t-test, Pearson correlation analysis, ANOVA. In conclusion, consumer's fashion innovativenes had important effects on smart clothing innovativeness evaluation, but consumer's technology innovativeness had no effect on it.

• The Research Journal of the Costume Culture
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• v.7 no.5
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• pp.104-121
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• 1999

The purpose of this paper is to make sure of identity as a paradigm of new fsahion to introduce the concept of Sumulacres by J. Baudrillard, For converting to new aesthetic value. To do this, we started observing the general concept of Simulacres, and examined Cyberpunk within thinking of Simulacres and Cyberpunk fashion at virtual space, and then divided aesthetic consciousness appeared at Cyberpunk fashion centering on the concept of Simulacres into inwards sense and outwards sense. Cyberpunk is understood to be one of tendency in the cyber cultures controlled by computer and electronic technology. It is not yet defined clearly and therefore ambiguous and still being elaborated. However, the form started changing our sense sinking into overall cultures in the World, including even movie, literature, music and fashion, and giving complex, deep cultural and artistic possibilities. Also, as a subculture, Cyberpunk is building its own cultural territory in cyber space and is experiencing more real Simulacres than that of it in the ordinary life.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.48-63
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• 2017

When digital media and images are combined, their significant sociocultural impacts can be exercised. Therefore, this study analyzes digital images shown in such trends of digital media compared to the digital fashion from an aesthetic perspective. Research and empirical studies are focused upon to analyze the aesthetic characteristics of digital fashion. Digital Fashion comprehensively refers to fashion design using computers and software, and is considered as "Fashion Design utilizing Digital Technologies" including computer software and hardware perspectives, so that it may be renamed "Digital Fashion." The esthetic characteristics shown in the Digital Fashion defined above are analyzed according to how media philosophers conceptualize the digital image. First, from the perspective of creation, Digital Fashion Images are technical images produced by computers. Uncanny characteristics expressed through virtual images look more realistic than the actual ones used in experimental works of fashion designers. Such virtuality dynamically expresses various colors and fabric patterns through lights using digital technologies that do not yet exist in cloth form, rather in a non-material form of dynamic virtual imagery. Digital fashion images on monitors express digital fashion designs by shaping virtual images through 3D printing. Second, Digital Fashion Images from the perspective of acceptance are created through deconstruction, while fashion has only been previous viewed visually, Digital Fashion delivers immersions of visual touches as if directly experienced for accepters. Digital Fashion will continuously develop and become more influential as it converges with digital media.

• International Journal of Costume and Fashion
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• v.15 no.1
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• pp.87-101
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• 2015

From the 1920s to 1945, East Asia experienced radical social change with the introduction of new fashion styles, and new ways of thinking, from the West. The emergence of a new generation of "new women" educated in modern schools was part of this phenomenon, and functioned as a trend-setting influence in East Asian society. In schools, education in dressmaking, sewing, and home economics were important parts of female education. Adopting a new fashion style is, by necessity, accompanied by the new technology of dressmaking. Given that ready-made clothing was not generally available, dressmaking education also served to introduce a new material culture. In Korea and Taiwan under Japanese colonization, the greater part of school curricula and textbooks mirrored those in Japan, which enabled these countries to develop and adopt transnational styles as well as local styles. This research explores the transition of women's fashion in East Asia in modern and colonial conditions from the 1920s to the 1940s by analysing curricula and textbooks on dressmaking in comparison with the prevailing styles in each region. This is expected to suggest the impact of modernity in East Asia and the transnational styles of fashion in colonial Korea and Taiwan, as well as Japan, developed within the local culture. Colonial conditions are also discussed in terms of their impact and limitations in the transition of styles.

• Journal of the Korean Society of Costume
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• v.58 no.7
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• pp.164-179
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• 2008

The Purposes of this study are to analyze the couture-like design characteristics expressed in modern fashion and to grasp its sociocultural meaning. For this, the documentary study and practical case study have been executed. Fashion writings and visual sources in Gap Pret-a-porter Collection, www.style.com, www.firstviewkorea.com are used. The results are as follows. First, couture ran be featured as a luxurious made-to-order design for individual clients with high quality fabrics, hand-craftsmanship, painstakingly perfect details and finishing. It is valued on authentic originality, uniqueness, aestheticism, and luxury. As the relationship between couture and mass fashion has changed, there appeared not only traditional couture for few privileged people, but also demi-couture which bridges the gap between luxurious couture and pret-a-porter. Second, couture-like designs in modern fashion are classified as (1)the adaption of house archive (2)retro with couture-like silhouette (3)hand-craftsmanship in details and finishing (4)individualization for only one client. They have sociocultural meanings, which are the reaction to the crisis of originality, new luxury for differentiation, the pursuit of new individualism thinking. Ultimately, it ran be thought that couture-like design in modern fashion results from the mutual needs between elitism fashion designer struggling in the hegemony of originality and reproduction, and modern consumer seeking for luxury, individualization.

• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.16-32
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• 2022

In the intensely competitive global fashion market, the use of cultural elements to enhance design has become increasingly widespread. However, there is a lack of research on challenges and opportunities associated with integrating cultural elements of Minhwa into fashion design. Moreover, diverse approaches to incorporate Korean cultural elements into contemporary fashion designs are still needed. This study aims to reveal the real-world challenges relating to the incorporation of Korean cultural elements, including Minhwa, into fashion design and to clarify the possibility of applying Lin's cultural levels to cultural aspects in accordance with experts' views. To establish a theoretical foundation, the literature review on cultural design and Minhwa studies was conducted. It analyzes Minhwa to gain an understanding of the characteristics associated with different cultural levels. In-depth interviews with fashion industry professionals and Minhwa artists were conducted to ascertain their attitudes toward Minhwa use. The study's major findings were threefold. First, the cultural design facilitates the introduction, promotion, understanding, and maintenance of the culture. Since Minhwa offers rich inspiration linked to Korean culture, Minhwa-related designs can provide new perspectives while still having commercial potential. Second, however, the limitations of existing cultural designs included their being outdated, superficial without interpretation, unsophisticated, or limited. Furthermore, the use of Minhwa is limited since it is difficult to avoid creating superficial and unsophisticated designs in the real world. Third, approaching Minhwa at different cultural levels can promote diverse thinking and reduce the challenges of Minhwa use in design, but the major challenge remains visual expression.

• Journal of the Korean Society of Costume
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• v.65 no.8
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• pp.64-76
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• 2015

Gilles Deleuze highly evaluated Baroque as the expression body that implements the fold theory, a philosophical thinking about the nature of beings. This can be seen as a meaning that Baroque implements the essence of the world, or the power constituting that essence. In addition, the beauty of Baroque focuses on 'New Harmony' the sum of partial forms caused by each element, and not Platonic harmony. he evaluated the aesthetic of Baroque costume as 'acquisition of liberation and autonomy', 'derived force from infinite spiritual forces'. This study analyzed the contents of the Aesthetic of Baroque costume based on the reviewed Deleuze's folding theory, Baroque aesthetics, and views of Baroque costume. As a result, it inferred the aesthetic of Baroque costume into four types, which are as follows: open structural openness, overlapping structural dynamics, integrated structural diversity, and relationship structural integrity. This study analyzed the aesthetic of Baroque costume based on Deleuze's philosophical thinking. The analysis showed that its aesthetics, which focused on "New Harmony", created energy of life and a venue for expression of power, as the aesthetics eliminated the prejudice of complexity and excessive decoration. In addition, Baroque costume is not the simple historical costume of the past. Instead, it is one of power and spirit, still existing in modern fashion. Baroque costume's formativeness and Paradigm can be said to provide the creative principle important for modern fashion because the aesthetics implemented in Baroque costume accepts free spirit, new challenge, difference and diversity, and is similar to the spirit pursued by modern art and fashion.

• Journal of the Korean Society of Costume
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• v.60 no.3
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• pp.110-122
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• 2010

The purpose of this study is to analyze the expressional traits and internal meanings of fake design in the 2000s' fashion, based on study of art and design area. For achieving the purpose, this study performed related research works and a demonstrative analysis of fashion collection photographs. The scope of this study is from 2000 to 2009. The results are as follows. Fake design uses trompe-l'oeil which is an art technique related to the meanings of 'deceive or fool the eye'. This eye-deceiving technique has been used for a long time in the art, and particularly noticed as one of techniques of Surrealism. Art works using trompe-l'oeil express familiar and unreasonable world at the same time, and also the fusion of reality and fabrication. Fake design in design area of the 2000s makes people take daily life in unfamiliar way by unusualness and breaking the boundary between real and fake. By fake design, people can enjoy fun and a sense of freedom with amusement rather than unpleasant of being deceived. Fake design in the fashion of the 2000s uses eye-deceiving technique and also focuses on the concept of 'fake'. The expressional traits were categorized as realistic expression, surrealistic expression and fake value expression. The internal meanings were analyzed as breaking boundary between real and fake, rediscover dailiness, new attitude to traditional thinking. In conclusion, fake design in the fashion of the 2000s gives playfulness, fun, feeling of release and will be pursued continually.