Abstract
The objective of this study was to design a fashion storytelling method, which is a strategic instrument for constructing a fashion show with artistry and popularity, based on the principle and structure of storytelling. In order to understand the concept and principle of storytelling composed of story and telling and to introduce storytelling into fashion shows, we associated fashion design with the substance of a story, a show with the form of telling, and a fashion show with storytelling. Based on these associations, we analyzed the relationship between fashion show and storytelling and developed basic elements and structure necessary to design a fashion storytelling method. Through this study, we designed a fashion storytelling method with five steps, which are story planning, story development, fashion show structure design, fashion show production, and fashion show execution. These steps were again classified into contents setting step, structure design step, and expression step. The contents setting step included story planning and development for creating stories, and the structure design step means the design of fashion show structure that adds telling to the stories. Lastly, the expression step included fashion show production and execution that forms a storytelling by combining the stories and the telling.
