• 한국산학기술학회논문지
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• 제20권10호
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• pp.284-295
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• 2019

셀러브리티들은 한 시대의 지배적인 문화를 형성하기도 하며, 새로운 유행을 선도할 수 있는 영향력을 가진 대상이다. 서울 패션 위크에 참석하는 국내 여성 셀러브리티들은 자신만의 패션 미학을 대중들에게 노출함으로써 패션 리더로서의 이미지를 구축하기도 하며, 컬렉션을 개최하는 패션디자이너들의 브랜드 홍보 및 판매를 촉진시키는 결과를 창출한다. 본 연구는 최근 5년간 서울 컬렉션에 나타난 여성 셀러브리티들의 패션 스타일의 분석을 토대로 여성 셀러브리티들의 패션 경향을 파악하는데 목적이 있다. 내용분석에 따른 본 연구의 결과는 다음과 같다. 첫째, 직선형의 스트레이트 실루엣, 무채색의 활용, 문양이나 장식이 없는 경우가 높은 비중을 차지하고 있음에 따라 셀러브리티들은 모던하면서도 미니멀한 스타일을 선호하는 것으로 나타났다. 둘째, 슬림 실루엣과 프린세스 실루엣, 원피스 드레스나 스커트의 착용, 부드러운 소재나 러플의 장식을 통하여 전통적인 여성미를 드러내는 페미닌 스타일을 선호하고 있었으며, 원피스 드레스에 재킷을 매치한 형태 또한 다수 나타남에 따라 남성미가 절충된 시크 페미닌 스타일로의 변화를 시도하고 있는 것으로 나타났다. 셋째, 박시 실루엣, 화려한 컬러들이 믹스된 멀티 컬러, 반짝이는 소재와 그래픽이나 레터링의 문양, 다수의 디테일이 높은 비중을 차지하고 있음에 따라 유행의 선도자로서의 강렬한 존재감을 드러내는 맥시멀 스타일을 추구하는 것으로 나타났다.

• International Journal of Costume and Fashion
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• 제15권2호
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• pp.1-17
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• 2015

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

• 한국의류학회지
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• 제40권3호
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• pp.506-515
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• 2016

This study examines the digital era's fashion system and defines fashion leaders in the system. The study was based on a theoretical review and a research survey to verify the theoretical findings. The results are follows. The critical changes in the fashion system are expansion, cyclical direction and closer distance between producer and consumer. By inflow of media to a new channel, a layer of consumers was extended and the range of celebrities participating in the fashion industry has expanded dramatically. Simultaneously with the change from vertical communication to cyclical and interactive, the direction of communication was re-routed through diverse media. Crowd sourcing activated through two-way communication service has increased consumer opportunities to participate in production and consumption. Fashion leaders have changed significantly under this new system. The range of celebrities participating in the fashion system has increased and different fashion leaders have appeared. An interactive and cyclical fashion system has been established through media innovation; consequently, the influential power of celebrities and individuals for direct participation in the fashion system directly has increased significantly.

• 복식
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• 제59권2호
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• pp.128-142
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• 2009

American trendy casual style can be characterized as fitted to body and rendering sexy and fashionable images and now very popular in Korea. This paper aims to identify how American trendy casual styles have been introduced and diffused among Korean young people and also compare the similarities and differences between American and Korean styles. American trendy casual style was introduced and diffused through 4 channels: people who have living experiences in America, media exposure by American films, TV dramas and fashion magazines, on-line network using internet cafe, club and blog, use of on-line shopping mall speciallized for purchasing American apparel brands. Some of American celebrities became fashion ikons and played critical roles in diffusing American trendy styles. Photos of those American celebrities and street fashion of Korean young women were collected through internet search from Sep. 2006 to Aug. 2007. 6 styles including leggings, mini skirt, short dress, skim jeans, pants with long boots, big bag and long necklace were selected as representing American trendy casual styles. Silhouettes and overall styling were very similar in all 6 items. But Differences were found in terms of rotor, amount of details, item coordination, matching shoes and overall images.

• 한국의류학회지
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• 제36권9호
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• pp.966-978
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• 2012

Fashion exhibitions in museums and galleries is a form of fashion communication media. This thesis examines the messages, objects, and space of fashion exhibitions as fashion communication media as well as analyzes the method of fashion communication. This thesis first provides a theoretical study on fashion exhibition and conducts a case study of the 2012 Nora Noh Retro Exhibition La Vie en Rose (2012/5/23-6/2, Horim GNB Gallery, Seoul), dedicated to the first Korean female fashion designer. The message of the exhibition was the fashion philosophy and the fashion style of the designer as well as the intention of the curator. The objects presented were the dresses kept by the loyal customers of the brand, and the homage items by designers of present generation. The space designs of the exhibition were the layout and total coordination of the opening event. The methods of fashion communication for the fashion exhibition, in the case of the La Vie en Rose exhibition, were communicated (1) from the past to the present, (2) from designers to celebrities and (3) from the designer to the celebrity and the viewers. From the past to the present, the designer's style throughout the 60 years of her fashion career is conveyed to the present generation fashion people, in the form of homage designs and collaboration works. From designers to celebrities, her fashion philosophy was delivered in the form of movie and stage costumes. Some present generation celebrities tried reinterpretations of the garment. From the designer to the celebrity and the viewers of the exhibition, the intention of the curator and the designer were individualized and internalized by the viewers.

• 복식
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• 제58권10호
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• pp.123-134
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• 2008

The purpose of this study is to examine the postmodern characteristics in global fashion advertising. This analysis of postmodern print campaign strategies will increase the understanding of global fashion consumer and assist in establishing global advertising strategies for domestic fashion brands. 2006 A/W and 2007 S/S magazine campaigns for 190 fashion luxury brands were are collected, which were uploaded on the WGSN website. All advertising campaigns were analyzed in terms of postmodern features by four fashion professionals. As a result, major findings are as follows; First, advertising model stereotype was deconstructed. Besides young celebrities, ad models such as real people and old or childish celebrities were cast. Second, expression technique was deconstructed. Chromatic harmony was broadened to include black and white advertising, additive and subtractive color mixing. Innovative layout techniques such as collage were used. And also narrative structure was deconstructed. Third, diverse issues such as environmental message, globalization, fantasy, feminism, everyday life were expressed as advertisement appeals.

• 패션비즈니스
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• 제24권6호
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• 한국의류학회지
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• 제38권1호
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• pp.123-135
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• 2014

This study classifies types of fashion victims and identifies an internal value system that works for their fashion selection. This study reviewed the definition of 'fashion victim' by tracing similar terms such as fashion terrorist, fashion loser, and worst dresser. We classified fashion styles of fashion victims into four types based on an analysis of articles that pertained to Korean celebrities' fashion and image data. The first type is the fashion style of those who dress without any consideration of body shape. The second type is the style for those who have little consideration in regards to personal image. The third type is the style of those who choose a fashion with excessive decoration. The fourth type is the style for those who use too many fashion items at the same time. Based on a consistent analysis of fashion styles, this study identified the internal value system believed to be working in fashion victims' fashion selection. This study presents three internal value system characteristics. The first is the fetishism that is revealed when fashion victims wear expensive clothes or fashion items that are believed to reveal their personal identity and social status. The second is the blindness which becomes apparent when they follow a fashion in vogue indiscriminately without considering a personal image or body shape. The third is an excessiveness shown when individuals select clothes with too many beads or feathers that are decorative and rich in volume.

• 한국의류학회지
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• 제43권4호
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• pp.549-561
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• 2019

This study investigated the impact of appearance pressure from celebrities' social media upon internalization of mesomorphic ideal and muscularity dissatisfaction and the moderating role of time spent on social media in the relationships among variables in a sample of young Korean men (N=247). Those men who regularly participate in physical activities more than three times a week were included in our sample. Structural equation modeling analysis revealed that celebrities' social media pressure directly influenced both internalization and muscularity dissatisfaction, and internalization predicted muscularity dissatisfaction. A significant mediating effect of internalization in the relationships between celebrities' social media pressure and muscularity dissatisfaction was found. However, the moderating effect of time spent on social media was not found. The present results highlight the significant and negative effects of celebrities' social media on male's body image perception. By comparing the results of this study to previous studies, we can anticipate that the effects of social media on users' body image concerns can differ between male and female in the matter of time spent on social media. Implications of the study results and suggestions for future studies are discussed.

• 복식
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• 제57권10호
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• pp.87-98
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• 2007

The development of mass media in the $20^{th}$ century has resulted in the rapid growth of the fashion industry. Fashion magazines like are performing the function of spreading new styles in addition to simple provision of fashion trend information. Therefore, the present study tracked the trend of changes in the cover models of USA during the last 10 years $(1997{\sim}2006)$, and examined qualitative and quantitative changes in the contents of USA for the last 20 years. According to the results, $50{\sim}75%$ of cover models were super models during the period from 1997 to 2006, but the percentages of fashion models and celebrities became similar to each other in 2001, and from 2002 to 2006 celebrities occupied around $75{\sim}92%$ of cover models. When the contents of USA were analyzed by category, columns that showed strength in 1986 but decreased gradually until 2006 were style suggestions(p<.001), fashion shooting on the theme of TPO and items(p<.05). Fashion columns that showed weakness in 1986 but increased through the 1990s and until 2006 were celebrity style(p<.05), item introductions(p<.001), shopping information(p<.001), designer interviews(p<.05) and fashion shooting on the theme of mood and celebrity(p<.05). These results suggested that the function of USA as a fashion magazine was mainly the provision of information on how to wear the new styles in 1986, but nowadays the contents have changed to information on what to buy. In addition, the results show that contents using highly popular celebrity increased rapidly in the 2000s.