Fashion Taste Expressions in the Use of Instagram

인스타그램 이용에 나타난 패션 취향 표현

  • Kim, Heeyoung (Dept. of Fashion Design, Kyungin Women's University) ;
  • Ha, Jisoo (The Research Institute of College of Human Ecology, Seoul National University)
  • 김희영 (경인여자대학교 패션디자인과) ;
  • 하지수 (서울대학교 생활과학연구소)
  • Received : 2020.05.11
  • Accepted : 2020.08.28
  • Published : 2020.08.31


This study identified the utilization characteristics of individual fashion taste expression on Instagram, and examined the impact of the use of the media on the formation and change of fashion taste. The research method conducted 1:1 indepth interviews with 19 people in their 20s and 30s using 501 images for analysis. The results of this study are as follows. Posting, searching, and reading behavior on Instagram were identified in three dimensions (self-expression, information gathering, and relationship orientation). In the image of self-expression, clothes were displayed at the time so that they could be checked and applied in other ways. Accumulated posts inspired people to look back on past styles and use them to reflect on the present. A media environment that was constantly exposed to information in real time allowed people to try various styles by imitating other users' posts and share in a process of creatively exploring styles to help organize fashion tastes developmentally. Participants had selective relationships with people of similar tastes who experienced the pleasure of enjoying through the exchange of tastes in fashion. These taste mates directly influenced the formation or change of tastes, serving as a criteria for styles or presenting new styles. In this study, fashion taste was formed by individual efforts of pursuit (not a collective social class choice) and was a continuous process of constantly changing that also exploring discriminatory styles.


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