• The International Journal of Costume Culture
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• v.5 no.3
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• pp.173-183
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• 2002

The main focus of this study is to understand realities of postmodern consumer culture by deconstructing fashion advertisements, Calvin Klein's ck One and cK be. The metaphysics of critical theory, visual and textual analysis are used to deconstructing the ads applying one of the postmodern cultural critics, Baudrillard' s notion of hyperreality. Through deconstructing the ads five postmodern characteristics representing hyperreality were found. First, there is no message regarding functional characteristics of the product offered in the ad, which is far from the modernist's utilitarian Point of view. Hyperreality in Postmodern consumer culture is consumption centered and focuses on the product's symbolic meanings. Second, especially for cK be, the ad uses atypicai, irrelevant models and images, which are introduced as a concept of ‘real people’ rather than the ideal person or body type. Third, there are transformations of the meanings from cK one to cK be such as the notions of globalization and gender which clearly represent ongoing reality in the Postmodern culture. Fourth, there are hidden meaning of hedonism and relativism, which are prevalent in postmodern ideology. Finally, models' bodies are used to convey messages as well as form the ground and figure in the ad that is a significant characteristic of postmodern consumer culture. In conclusion, the study of Calvin Klein's fashion ads supports the notion that advertising mirrors reality in postmodern consumer culture, which is hyperreality.

• Journal of the Korea Fashion and Costume Design Association
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• v.2 no.2
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• pp.19-40
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• 2000

It is supposed that the future fashion could be made by the scientist instead of fashion designer. Because it is so intellectual and avantguard. In addition to this the practical value and a certain identity is needed in this future fashion. Especially, the intention of no acceptance of categorization could be explained through the fashion clud of young people and the extremeness in the street. Paul Hedmus has insited that Tokyo club is closely related the fashion styles depended on the western historical street fashions. Fashion is mixeded contrasted, modified, resembled, reversed and finally it includes the new neaning. Instead of distinguishable logo there are lots of messages in the fashion. There are a few thousand of young people who wear silver max metal shoes. And they craze the neon picture and advertisement implies meaning the drug. It could be applied to the people of 90's. The difference between sex from the stone age is induced basically from the fashion and the part of discussion of sex. In this study we research the images of future fashion showed in SF Movie, Star Wars, Episode, The 5th Elements, Nirvana. Those were geometric and natural, technological expansion of space, corset fashion acessoruy image and geometric expression and these characteristics implied in modern fashion trend and future fashion images. Because it is supposed to the future image of current fashion. The millenium fashion is more realistic, practical, and natural instinct realization of ideal. but it is not the unrealistic, the vague of the regendary image.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.4
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• pp.101-116
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• 2022

The purpose of this study is to understand the trends of fashion mask designs as a fashion item with characteristics to protect individual health and safety from harmful environments. To this end, the concept, the trend analysis of the domestic and foreign mask markets, the type, characteristics of functional masks, and the design trend of fashion masks were analyzed. Research methods included case studies and literaturte on mask design, fashion magazines, fashion brand websites, fashion collections, and promotional material. First, masks for personal safety were classified as protective function masks from the natural environment, functional masks by industrial groups, masks for protective functions from biohazards, and masks for protective functions from various external activities. Through this analysis, the design trends of fashion masks were analyzed. The functional orientation of structure and functionality, the environmental orientation of sustainable eco-friendly methods, the fashion orientation of individual fashion styling, and the social functional orientation tend to transmit social messages. In the harmful environment of everyday life, items such as fashion masks with functionality and fashion characteristics should be continuously studied to integrate functional and design characteristics that can contribute to the future fashion industry and the fashion market as a sense of unity and responsibility.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1302-1319
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• 2011

The purpose of this study is to investigate the means by which designers communicate their philosophies and messages through fashion exhibitions, which are one of the communication methods that use visual images, by focusing on the aesthetics of fashion exhibition design. For this study, previous studies related to design exhibitions were analyzed, in addition to the related theoretical background, by examining the existing literature and conducting an illustrative study on fashion exhibitions. Our illustrative study focused on the aesthetic meanings of exhibitions held by the fashion brand Maison Martin Margiela over the past 10 years. According to our analyses, the fashion philosophy of fashion designer Martin Margiela's was reflected by Maison Martin Margiela in the exhibition design. After studying the features of Maison Martin Margiela's exhibition design, the inner values of deconstructivism and mysticism and appearance techniques of trompe-l'oeil, white spirit and assemblage were observed. This study aims to supply basic data for an active research on consilience and communication conducted in fashion communication field through a fashion exhibition designed to be seen as a work, an objet of the exhibition. In-depth studies on the cultural and aesthetical aspects of fashion exhibitions should be carried out, not only based on the sense of sight but also the senses of touch and hearing. Next, theories should be established on fashion scenography, to consider the use of the space design of fashion shows, presentations and advertising and movies to communicate fashion.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.1
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• pp.151-165
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• 2018

Keith Haring is an artist from the 1980s who was highly influenced by the pop art of the 1960s, sublimating the '60s pop art into high art using cartoon images. His work contained social messages via the aesthetics of pop art. This satire seems to be intertwined with the punk style of the 1970s, as well. In this context, this thesis has developed a new "Punky-Pop Look" by integrating the art work of Keith Haring, which has both artistic value and popularity, with punk, which is a funky culture with the aim of creating something new. The purpose of this research is not directly borrow from Keith Haring's work, but to develop and apply a new fashion motif having its own unique story based on his cartoon style formativeness and creative ideas in order to further design the punky-pop look in the trend of "Hybrid Fashion." This thesis can establish a good precedent for applying the cartoon style formativeness of Keith Haring to the development of a fashion motif having its own unique story, and suggest punky-pop fashion design. Based on this thesis, new creative motifs can be generated continuously, not by simply borrowing but by developing existing art work.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.49-65
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• 2016

This study investigated the effect of emotional appeals on consumers' attitude towards fair trade apparel advertisements, and their intention to purchase those fair trade apparels. The interaction effect of the advertising channel and the mediation effect of perceived consumer effectiveness(PCE) were examined. Four stimuli were manipulated using two types of emotions(positive/negative) and two types of advertising channels(magazine/SNS) were used to analyze consumers' reaction. The results demonstrated the significant differences in attitude towards ads and purchase intention according to the types of emotional appeals used in fair trade apparel ads. However, the interaction effect between the types of emotion and advertising channels was not identified. The results of mediation analysis showed that positive emotion influenced purchase intention directly without forming a favorable attitude towards the ads, whereas negative emotion had no significant influence on attitude towards the ads and purchase intention. The results also identified that PCE mediated between emotion elicited by ads and purchase intention. This study suggests that delivering images and messages that creates positive emotion should be considered when fair trade ads are produced. In addition, fair trade ads need to be devised to enhance PCE by emphasizing that ethical choices of individual consumers can change the working environment of manufacturing countries.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.3
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• pp.63-78
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• 2018

This study analyzed gender-fluid images as expressions of feminism and gender identity expressed in fashion collections. As for the research method, this study searched the fashion collections, with the theme of feminism, utilizing key words related to feminism on an online portal, and collected the photo materials of fashion collections provided by vogue.com. This study classified the photo materials of 31 fashion collections, with the theme of feminism, into femininity, masculinity, androgyny, and avant-garde, according to the fashion design elements that divide gender identity. As a result of the classification, 326 photos were collected, in which gender identity was expressed ambiguously. This study reclassified the collected photos according to their fashion items and styles. As a result of the study, it was noticed that the fashion collections with the theme of feminism expressed the messages, using lettering graphic images, and performance. In addition, they showed a form in which men's collections and women's collections were integrated according to the change of the perceptions of gender identity, of feminism, and delivered body positive expressions, respecting differences and diversity as individual subjects, by casting diverse models in terms of age, body size, race, and culture. As for the gender identity expressed in the fashion collections, the gender-fluid images were classified into empowerment images, that expresses social rights and dignity; agender images that expresses the possibility of a gender-flexible transition; rational images that expresses the rational and practical characteristics that removed the boundary of fashion; and images of pro-sexism that expresses a new gender identity.

• Journal of the Korean Society of Costume
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• v.64 no.6
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• pp.102-119
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• 2014

The purpose of this study is to develop various designs through renewing and changing perception of accessories by examining various and arbitrary Kitsch. For the method of this study, literature review was mainly used for research of formative characteristics in Kitsch fashion. 798 pieces of work from fashion magazines and website with a focus on Milan, Paris, London and New York collections, in the decade of 2000-2010 were collected. The results of this study are as follows. First, the characteristic of exaggeration is classified into two types: the visual exaggeration, which is characterized by psychological expression through excessive images and (2) the collecting exaggeration, which is not simple but a want of large quantities. Second, the characteristic of satire is classified into two types: (1) the imitation-satire, which satirizes messages to societies with creative humor by using easily consumed materials and (2) the resistance-satire, which is destructive and offensive against isolation and desolation of a capitalistic society. Third, the characteristic of amusement is classified into two types: (1) the playful-amusement, which raises a laugh slyly by using clever materials and (2) the childish-amusement, which involves childish imagination and humor-sense because of desire to be a child. Fourth, the characteristic of nostalgia is classified into two types: (1) the romantic character expressing a departure from modern society, which is desolate because of the urbanization process, and (2) the intermediate character recreating an esthetic category by interacting with different and relative elements. Fifth, the characteristic of inappropriateness is expressed through a deliberate mistake, and it denies existing senses of beauty by overturning common sense and creating new senses of beauty, expressions in distortion and modification of stereotype.

• Journal of the Korean Society of Costume
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• v.62 no.3
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• pp.57-72
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• 2012

Interest in the environment is rising in all the sectors of industry and culture. Even in the fashion industry, fashion designers have recently begun delivering messages on the environment. In particular, $Issey$ $Miyake$ has been constantly interested in environmental issues, and has been deemed as a designer who values practicality and universality in clothing. This study seeks to examine Issey Miyake's fashion from the perspective of an eco-friendly design. This research analyzed collections of $Issey$ $Miyake$ from 1980 to 2010 through photo works and www.firstview.com. The research method was to study 8 people who have professionalism in fashion design and have analyzed 201 works of $Issey$ $Miyake$ from 1980s to 2000s that have the characteristics of eco-friendly design. The results showed the following characteristics of eco-friendly design in Issey Miyake's fashion : naturality, simplicity, sustainability and transformability. First, $Issey$ $Miyake$ preferred natural materials and used Japan traditional dyeing that integrated modern techniques for naturality. Second, he expressed simplicity in his fashion by applying the least cutting and sewing in geometric panels. Third, he pursued sustainability with comfortable clothing that anyone could wear regardless of trend, age and body shape. Finally, he developed the A-POC system that eliminated the usual needs for cutting and sewing and tried transformability on clothing using buttons, strings, belts, zippers, and layered styling.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.806-821
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• 2018

The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.