• Journal of the Korean Society of Costume
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• v.61 no.3
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• pp.36-50
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• 2011

The traditional masculinity has been gradually diversified towards the 21th century due to a new social environment. Men embrace his feminine side with heightened aesthetic sense using cosmetic products for better skin, hair, and nails. This diversification of male image and his beauty style proves the addition of feminity to masculinity. C. G. Jung felt that we are all really bisexual in nature. The anima is the female aspect present in the collective unconscious of men and it is the archetype through which we communicate with the collective unconscious generally, and it is important to get into touch with it for self-realization. This study analyzes subconscious desire based on the anima archetype in the collective unconscious of men through the diversity of the gender identity shown in men's cosmetic advertisements, and therefore it aim to help developing a marketing strategy of male beauty industry in the future. For this purpose, it conducted an empirical analysis of male beauty style in cosmetic advertisements through the Jungian anima theory. The conclusion of this study is as follows: First, gender identity represented in cosmetic advertisements was typified as Retrosexual, Ubersexual, Metrosexual, Cross sexual. Second, the anima archetype stimulates feminity in male beauty style. Cross sexual type has the highest feminine tendency. Third, range of utilization of cosmetic products is articulated with the diverse gender identity. Cross sexual type is most similar to the female beauty style. This feminization of male beauty style is the external expression of collective unconscious and affords human being to reach self-realization.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.337-347
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• 2010

The purpose of this study was to figure out consumer's recognition on brand's peculiar style on Korean contemporary women's apparel brand. The contemporary women's apparel brands show advanced and stylish merchandise at better price points. This segment of the Korean ready-to-wear market has been growing fast in last decades. Four contemporary women's apparel brands(I, K, M, and T) were participated in this study. The data(n=216) were collected with questionnaire survey at 24 apparel retail shops in metro Seoul area. The questionnaire measured the consumers' recognition on each brand's peculiar style. The subjects evaluated each brand's typical silhouette, materials, and style image. The results of the survey showed that the style image factors were 'stylish', 'simple', 'casual', 'feminine', and 'classic'. The style image of each brand was differentiated from others. The brand T had classic image, the brand K had simple and casual image, brand M had stylistic image, and the brand I had feminine image. The features of materials that used at the four brands were not very different by the brands. They used the high valued materials. The common features of the materials were 'smooth', 'thin' and 'light weight.'

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.10
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• pp.284-295
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• 2019

Celebrities form a dominant culture of one era and are cultivating influence to lead new fashion. Domestic women celebrities attending Seoul Fashion Week build their image as a fashion leader by exposing their own fashion aesthetics to the public. This promotes PR and sales of the brand of fashion designers in the collection. This study considers the fashion trends of women celebrities by analyzing the fashion style of women celebrities in Seoul Collection over the recent five years. The results of this study on contents analysis are as follows. First, straight silhouettes, achromatic colors, and an absence of a pattern or decoration comprised a high proportion. Celebrities preferred a modern and minimal style. Second, they preferred a feminine style that shows traditional feminine beauty through slim and princess silhouettes, one-piece dress or skirts, soft materials, and decorations with ruffles. In addition, as a matching jacket on one-piece dresses also appeared, it showed that celebrities attempted to change the chic feminine style with masculine beauty. Third, boxy silhouettes, multi-color mixed with colorful colors, graphic or lettering patterns, glittering materials and lots of details comprised a high proportion. This means celebrities pursue a maximal style that reveals their strong presence as fashion leaders.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.2
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• pp.123-133
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• 2004

This research analyzed the role of sex and clothing in the seventh version of elementary school textbook-Korean. Analyzed materials were described contents and illustrations or pictures in textbooks - Korean of the wholeclasses with content analysis. The followings are the summary of the results. First, the proportion of males to females is 55.6%. Second, the proportion of female's skirts to trousers is 80.6%. Third, the proportion of female's long hair style to short hair style is 61. 9%. Fourth, mother and female-teacher clothes mainly show skirts. Fifth the results compare father's working with mather's in home: fathers mainly spend the time with family and mothers mainly cook and play roles of housewife. As it was shown above, the ratio of sex in textbooks of elementary school has a tendency to be unfair. Clothing and apperearances of female don't also reflect the present actual tendency. Contents of textbooks are apt to emphasize on the traditional feminine attitudes.

• Journal of the Korean Home Economics Association
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• v.35 no.6
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• pp.15-24
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• 1997

The objective of this study were to examine the relationships between clothing design preference, clothing attitude and sex role identity. Using the data collected through interview questions. 200 subjects who were 60years of age and older in Kunsan, Korea, the data were analyzed using $X^2$-test. The results of the study were the followings. 1. The androgynous type liked two button single jacket and the masculine and indifferentiate type three button single jacket, while the femin type liked soutien collar jacket in their woman. 2. The androgynous type' purchase motive was 'enough money' 'finding like clothing' while the masculine type's 'to attend meeting'. The feminine type's motive was 'enough money' and the indifferentiate type 'to attend meeting'. Clothing selection motive was more influenced the androgynous type than the feminine and indifferentiate type by 'design'. 3. The androgynous type felt 'indifferent' for dare clothing of the aging, the masculine type 'hate', the feminine type 'I like to', and the indifferentiate type 'look so good'.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.3 s.3
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• pp.44-59
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• 2004

The purpose of this study was to find out proper evaluative words according to fashion image and to identify the correlation between clothing style and hair style related to fashion image. The questionnaire was used to collect data. 326 female aged between 23 to 40 were selected for the subjects of this study. The data were analyzed by frequency, factor analysis, pearsons correlation. The results of this study were as follows. 1. Evaluative words for each fashion image were selected by factor analysis. modern image intellectual, cold, urbane, simple, straight. elegance image : graceful, dignified, refined, decorous, luxurious. romantic image : cute, lovely, girlish, feminine, romantic. natural image : natural, comfortable, gentle, intimate, soft. casual image : energetic, active, free, cheerful, vivid. avant-garde image : experimental, strange, creative, avant-garde, irregular. 2. Correlation between clothing style image and hair style image ; clothing style and hair style was positively correlated. with the same image in case of modern, romantic, casual, elegance and avantgarde but natural image of clothing style was correlated with the natural, elegance, romantic, modern image of hair style. 3. The most suitable hair style for the clothing style according to fashion image : The clothing style of a particular image was matched best with the hair style of the same image.

• Journal of Fashion Business
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• v.19 no.6
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• pp.58-73
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• 2015

The purpose of this study is to examine the characteristics of men's wear designs unveiled while Hedi Slimane worked for Dior Homme and Yves Saint Laurent. The study will analyze and focusing on the modernistic characteristics in order to discover the postmodernism trends in his works. The results of the research are as follows. First, Hedi Slimane's fashion style can be cited as grunge and punk due to the trend of expressing the subculture of postmodernism. The design features shown in Dior Homme were straight lines, leather, metallic materials and dark colors used to reinterpret a grungy punk style, romantic patterns, glossy materials, elastic leather, and bright colors were the salient features of Yves Saint Laurent. Second, the feature of cultural pluralism of postmodernism appeared as a type ethnic style. He presented this through the Third World images in the Dior Homme but Spanish matador images, Marrakech's images and North African images in the Yves Saint Laurent. Third, he feature of his style is metrosexual feminizing men's fashion and breaking up gender stereotypes. I-type and X-type silhouettes that emphasize the human body and feminine design motifs such as a skirt are dominated in Dior Homme, and he completed the metrosexual style by using materials, colors and patterns such as bright feminine pink, red, laces, fur, floral and leopard prints, as well as flagrantly expressing body contour.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.9
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• pp.1000-1013
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• 2012

This study analyzes public images, role types, and fashion images of Korean First Ladies in modern times to find a correlation of a standard through an analysis of literature reviews. The conclusion of the study is as follows. First, in terms of official functions in formal situations, First Ladies represent a type of customary presidential protocol and offer appealing neat images through a moderate style and simple mode. In other situations, such as non-formal times, they show duty-based roles in regards to the lady of the house as well as the companion of the president that are represent soft and comfortable images through a feminine style and graceful mode. Second, it reflects their tastes and images in the silhouette and colors of Western style clothing through the personal roles and activities of the First Lady. Third, the Korean First Ladies tend to prefer the feminine image of housewife-based assistant that shows that they prefer clothes with a regular repetition and stabilized pattern such as dots and checkered patterns. Fourth, as compared to a previous period, they create a style for bright images and dainty feelings that use a variety of colors and light fabrics that represent many aspects of political assistance with active support.

• Journal of the Korean Society of Costume
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• v.62 no.2
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• pp.68-77
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• 2012

Hair style takes a large part in emphasizing to the appearance and the effect of image transformation with fashion to the modern people whose competition is appearance in 21 century. According to the development of mass media and the exchange of the life style. Image creation which correspond to T.P.O is needed and style-up is also required in modern costume, as the coordination for special day is routinized. In this study, the expression of a fine and organic line shown as a motive in Art Nouveau style's works is applied to style-up design and a new view sight to the style-up design through the art history is suggested with developing style-up design to satisfy the upgraded customer's requirements. The feminine beauty is appeared as a various image by applying style-up design from Art Nouveau style through this study. and the infinite possibility to the design development can be found with activated motive of Art Nouveau. These Art Nouveau trend will be a foundation to the inspiration of high artistic design and will be helpful to the aesthetic satisfaction of the elegance modern people. Therefore, I hope this study will be a fundamental data for creative development of hair design through the art history which may be forgetting.

• The Research Journal of the Costume Culture
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• v.22 no.6
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• pp.873-889
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• 2014

The goals of this study are to analyze how fashion professionals' attitudes toward Grunge style have changed since the 1990s and to compare aesthetic features of 1990s Grunge style and the style since 2000. By searching Vogue and Women's Wear Daily articles from 1992 to 2014 according to the keyword "Grunge", three collections from the 1990s and 59 collections since 2000 were selected for analysis. Although Grunge collections of the 1990s were harshly criticized by critics and retailers as ugly, the more recent collections have been highly praised for both design and profitability. The common aesthetic features of Grunge style in the 1990s and beyond include loose silhouettes, mix-and-match layerings, plaid patterns, floral prints, and striped patterns. However, Grunge style since 2000 has new features such as ornate fabrics, handcrafted details, a formal and dressy look, and faux plaid flannel shirts in chiffon or organza. These features give the style a more luxurious, feminine, and refined appearance. The results of this study indicate that Grunge style of the 1990s changed high fashion beauty standards and today's designers and consumers prefer to mix various styles to create new ones. They typically do not consider the original spirit or identities of the varied styles.