• Science of Emotion and Sensibility
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• v.25 no.4
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• pp.33-44
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• 2022

Rental services have recently come to be provided in which people can experience traditional Korean culture in the form of Hanok villages, allowing everyone can easily rent and wear hanbok, a traditional Korean garment, regardless of gender and age. Users of hanbok rental services share photos of themselves wearing hanbok on social media, contributing to the increasing popularity of hanbok experiences. However, the trend of wearing hanbok has no become established in people's daily lives, apart from the specific places that offer hanbok experiences. To promote hanbok as everyday clothes, hanbok design should be developed to provide wearers with both convenience and emotional satisfaction. Using 28 emotion words that express consumers' emotions toward hanbok that were extracted from previous studies, this study measured consumers' emotions toward different types of hanbok with on a seven-point Likert scale. Emotion words and categories that obtained scores of five points or above, signifying a rating of "felt fairly" or higher in relation to specific hanbok types were extracted. This study also examined differences in the average scores for emotional categories according to hanbok types and gender. The results indicated that only average scores for the "favorable feeling" category showed a significant difference between men and women. Finally, differences in the average scores for emotional categories were examined by classifying hanbok types: traditional (e.g., baenaet-jeogori, saekdong-jeogori, traditional hanbok for adults, and traditional wedding clothes) and modern (e.g., daily hanbok for children, for women, and for men). The results indicated significant differences between traditional and modern hanbok in six emotional categories (i.e., the cheerful, esthetic, harmonious, fresh, favorable, and stable feeling). This study derived analytic results for terms related to emotions that hanbok wearers feel according to types of hanbok. The findings can be used by hanbok retailers and rental services to provide consumers with greater emotional satisfaction.

• Journal of Fashion Business
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• v.1 no.3
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• pp.1-18
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• 1997

The purpose of this study is to investigate Modernism of Gabrielle Chanel in respect to her fashion business. Chanel always considered the work of a fashion designer 'a technique, a craft, a trade' and chastised couturiers who looked upon themselves as artists. She was the first to cater to the public in its broader sense and to produce standard which appealed to every taste, the first to democratize the art of dressmaking for purely economic reasons. The results were as follows; 1. Chanel personified ~his new spirit of independence and evolved a style of dress for the modern, liberated woman. 2. Chanel excelled at fabrics, their interpretation, and an ability to use them. She had taken a humble material, one that was used by men and that they had shunned, and turned it into a fashionable fabric. In the process she also accelerated the growth of the ready-to-wear industry for it was a fabric within the financial reach of the majority of woman who wanted to dress fashionably but were not well off. 3. Chanel thought black chic and would never go out of fashion. As American Vogue for 1 October 1926 prognosticated, her little black dress became a kind of uniform. 4. Chanel represented an exception among couturiers because she was flattered that her styles were so popular and widely copied. She believed that her style would be affirmed by high-street copies-after all, copying is the sincerest form of flattery. 5. Chanel changed the concept of costume jewellery. It was not an original idea of Chanel's. Whereas Poiret had pioneered the original idea of costume jewellery, it was Chanel's avant-garde way with it not to mention her usual deceptive simplicity and supreme artistry that made costume jewellery evolve a successful and lucrative part of the fashion industry.

• Journal of Fashion Business
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• v.24 no.1
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• pp.1-14
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• 2020

Based on the trend of pluralization and globalization the collapse of national borders now is a manifestation of mixed and compromised cultures and societies. It is also emerging as a hybrid fashion in fashion. Hybrid fashion means creating a new image by mixing various cultures beyond the time and space. This study aims to analyze the current state of Chinese fashion design and present its direction by grasping the characteristics of hybrids in the works of rising Chinese fashion designers in the era of pluralization. The research method was literature review and empirical research. According to the selection criteria of new fashion designers, 6 new fashion designers of 5 fashion brands were selected and their total 458 points works were analyzed. The analysis results are as follows. First, most of the time trade-offs were 'past and present' trade-offs that express Chinese traditional culture and the image of the past with modern design. The trade-offs between 'present and future' is expressed by mixing print patterns, colors and light with fractal art. Second, spatial trade-offs was expressed in the way of expressing Chinese themes in the composition of western clothing, expressing the Western themes in oriental colors, and inspired by Japanese culture expressed by deconstructionism, Third, the gender mix mainly used dark embroidery on women's clothing, while the men's wear showed a delicate feminine charm with a surreal pattern on thin and transparent gauze fabric.

• Fashion & Textile Research Journal
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• v.9 no.1
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• pp.24-34
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• 2007

The shroud of the Chosun dynasty period originally meant the new start in the next world. Its basic principle was to wear the best clothes or wedding garments during one's life. The white hemp cloth-shroud worn during this time was formed after the 20th century. In the beginning it started simply by imitating the shroud of the common people. However recently many aspects of the trade have deteriorated by the commercialism of the shroud traders. So this study focuses on the way of keeping traditions and making the shroud desirable. First, the shroud was made of the best materials such as silk, hemp cloth, ramie cloth and cotton cloth in the past. A thought that the shroud material must be white hemp cloth is the result from misunderstanding of the traditional shroud of the Chosun dynasty period. We can produce beautiful shrouds using natural materials without losing dignity and at diverse prices. Second, the shroud was produced not only to keep the dignity of a dead person but also to avoid wasting the original cloth. Third, The shroud has pursued diversity in classifying the traditional style or the basic style. It is possible to select the shroud flexibly according to one's sense of values or the way the tomb was made. These days, the Korean full-dress attire and Wonsam (Korean woman's ceremonial clothes) are the standardized form of the ready-made shroud. The man's Korean full-dress attire on sale is sewn in the wrong way and its shape looks more like the Wonsam. I offer diverse shrouds of the Chosun dynasty period, for example, the official uniform, hemp cloth upper garment, men's black upper garment, Korean full-dress attire, Korean overcoat, Wonsam, the long hood worn by a Korean woman and a woman's long upper garment, so that we can see the Korean originality and beauty through the different types of shrouds. Also, I adjusted a number of items, undergarments and other articles according to the price. As mentioned before this study helps to portray a desirable understanding of the culture of the shroud. So I corrected many problems of the present shroud and propose a new type of shroud based on tradition. Furthermore, I recommend a way of making use of the Hanbok which the man wears during his life, at the wedding ceremony or a his 60th birthday without buying a new shroud.