The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Digital persona in E-girl and E-boy fashion images

E-girl과 E-boy 패션 이미지에 나타난 디지털 페르소나

  • Uh, Kyung Jin (Dept. of Fashion Design Business, Yeon Sung University)
  • 어경진 (연성대학교 패션디자인비즈니스과)
  • Received : 2020.09.09
  • Accepted : 2020.10.18
  • Published : 2020.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z's unique subculture 'E-girl' and 'E-boy' to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks' Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z's culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.

Keywords

References

  1. Abraham, C. (2019, September 2). What is an eboy and how are they raising awareness of mental health, one TikTok video at a time? Screen Shot, Retrieved August 18, 2020, from https://screenshot-media.com/visual-cultures/influencers/eboy-tiktok/
  2. Bateman, K. (2020). Melovemealot on cloning herself on instagram, genderless beauty, and more. Dazeddigital, Retrieved October 1, 2020, from https://www.dazeddigital.com/beauty/head/article/48040/1/melovemealot-mlma-calvin-klein-ck-everyonefragrance-campaign-interview
  3. Chan, E. (2019, December 15). 5 things you need to know about the new face of celine, TikTok star Noen Eubanks. Vogue, Retrieved August 18, 2020, from https://www.vogue.co.uk/miss-vogue/article/tiktok-star-noen-eubanks-celine-campaign
  4. Chang, M. S., & Yang, S. H. (2000). A study on the grotesque make-up in the late 1990’s - Focused on make-up advertisements and collections -. The Research Journal of the Costume Culture, 26(3), 436-449.
  5. Cho, Y. (2019, August 30). 브랜드 프로필: 스쿠읏어페럴 [Brand profile Skoot apparel]. Hypebeast, Retrieved October 1, 2020, from https://hypebeast.kr/2019/8/brand-profile-skoot-apparel-underground -streetwear-korean-brand-billie-eilish-bts-blackpink-jid-kid-milli
  6. E-girls and e-boys. (n.d.). In Wikipedia. Retrieved October 22, 2020, from https://en.wikipedia.org/wiki/E-girls_and_e-boys
  7. FirstViewKorea. (2020, May 18). 2021 youth culture trend - HOMEbuddy. Retrieved August 18, 2020, from http://www.firstviewkorea.com/#!/trendview/seminar/all/list
  8. Goldfine, J. (2020, February 12). MLMA serves up cursed fashion in crispy crocs. Paper, Retrieved October 1, 2020, from https://www.papermag.com/mlma-crocs-kfc-collab-2645124936.html?rebelltitem=15#rebelltitem15
  9. Han, C. H. (2007). A case study on persona building in digital space: Focused on the users of internet community. Unpublished master's thesis, Chung-Ang University, Seoul, Korea.
  10. Hess, L. (2019, December 12). Meet the new face of Celine: TikTok's biggest "soft boi" star. Vogue, Retrieved August 18, 2020, from https://www.vogue.com/vogueworld/article/noen-eubanks-celinesoftboi-tiktok
  11. Jennings, R. (2019, August 1). E-girls and e-boys. Vox. explained. Retrieved August 15, 2020, from https://www.vox.com/the-goods/2019/8/1/20748707/egirl-definition-what-is-an-eboy
  12. JWT Intelligence. (2019, June 18). New trend report:Into Z Future. Wunderman Thompson, Retrieved September 1, 2020, from https://intelligence.wundermanthompson.com/2019/06/new-trend-reportinto-z-future/
  13. Kim, H. K., & Kim, S. H. (2008). The changes of feminine image expressed in the creative dancing wear - Focusing on persona and animus -. Journal of the Korean Society of Costume, 58(6), 158-171.
  14. Kim, J. S., & Ha, J. S. (2017). An analysis of persona manifestation through fashion style. Journal of Korean Society of Fashion Design, 17(1), 55-70. doi:10.18652/2017.17.1.4
  15. Kim, K. H., & Lee, O. H. (2002). A study on symbolic of the mask dancing. The Research Journal of the Costume Culture, 10(4), 404-418.
  16. Kim, M. (2018, February 27). Meet the risk-taking Korean artist behind the viral wavy brow. Vogue, Retrieved August 15, 2020, https://www.vogue.com/vogueworld/article/mlma-melovemealot-koreaninstagram-artist
  17. Kim, S. J. (2013). Virtual space persona expressed in fashion illustration. Fashion & Textile Research Journal, 15(5), 671-681. doi:10.5805/SFTI.2013.15.5.671
  18. Lee, M. K., & Han, M. S. (2003). A study on the formative characteristics appeared in modern kitsch fashion. The Research Journal of the Costume Culture, 11(4), 578-590.
  19. Leskin, P. (2020, March 9). Everything you need to know about E-girls and E-boys, teen gamers who have emerged as the antithesis of Instagram influencers. Business Insider, Retrieved August 10, 2020, from https://www.businessinsider.com/e-girls-definition-tiktok-e-boys-anti-influencer-teen-gamers-2019-9
  20. MLMA [@melovemealot]. (2018, December 25). This is why I smell so good [Instagram Video]. Retrieved August 23, 2020, from https://www.instagram.com/p/BrxzHRvBPeR/?utm_source=ig_web_copy_link
  21. MLMA [@melovemealot]. (2019a, May 19). I don't like pikachu that much [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/BxnGT-ZH13v/?utm_source=ig_web_copy_link
  22. MLMA [@melovemealot]. (2019b, June 22). I found my self [Instagram Video]. Retrieved August 23, 2020, from https://www.instagram.com/p/By-oNKEnlpJ/?utm_source=ig_web_copy_link
  23. MLMA [@melovemealot]. (2019c, July 13). What's ur favorite pokemonzz? [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/Bz0twyDnNwP/?utm_source=ig_web_copy_link
  24. MLMA [@melovemealot]. (2019d, September 7). If u can sit down and do something straight up 7hours that is called "passion" [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/B2E6JMDnkfo/?utm_source=ig_web_copy_link
  25. MLMA [@melovemealot]. (2019e, December 23). All I want is him to be happy and I like to be in love [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/B6YlDoQnJnR/?utm_source=ig_web_copy_link
  26. MLMA [@melovemealot]. (2020a, March 25). To all the internet friends who staying home we will go through this together I hope my videos make ur feel better [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/B-H_csrHnIn/?utm_source=ig_web_copy_link
  27. MLMA [@melovemealot]. (2020b, May 23). I guess my music is emo trap [Instagram Video]. Retrieved August 23, 2020, from https://www.instagram.com/p/CAgLTgsHbuG/?utm_source=ig_web_copy_link
  28. MLMA [@melovemealot]. (2020c, Jun 13). So many people asked me where are my clonesat. She is anime girl now [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/CBV96uFDLJo/?utm_source=ig_web_copy_link
  29. MLMA [@melovemealot]. (2020d, August 11). All I want is him to be happy and I like to be in love [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/CDt1PXSHC93/?utm_source=ig_web_copy_link
  30. MLMA [@melovemealot]. (2020e, September 7). I made sound track for the 4th slide so if u wanna hear more goodness go listen to my songs [Insta gram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/CC1NJYunecI/?utm_source=ig_web_copy_link
  31. Noen Eubanks [@noeneubanks__]. (2019a, September 13). Noen fan page [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/B18sTQLAFoI/
  32. Noen Eubanks [@notnoen]. (2019b, August 28). Roses are red, violets are blue- Some birds brought me a fish. his name is peter [Instagram Photograph]. Retrieved August 23, 2020, from https://www.instagram.com/p/B1rh1M0HGMh/?utm_source=ig_web_copy_link
  33. Noen Eubanks [@noeneubanks]. (2019c, October 7). Do my makeup again: 0 I look like parzival [Tik tok Video]. Retrieved August 23, 2020, from https://www.tiktok.com/@noeneubanks/video/6744785018280742149?lang=ko
  34. Noen Eubanks [@noeneubanks]. (2019d, December 8). Turning into @gogogabriella because vibes [Tik tok Video]. Retrieved August 25, 2020, from https://www.tiktok.com/@noeneubanks/video/6767839224889609478?lang=ko
  35. Noen Eubanks [@noeneubanks]. (2019e, December 15). [Tiktok Video]. Retrieved August 25, 2020, from https://www.tiktok.com/@noeneubanks/video/6770414526677404934?lang=ko
  36. Noen Eubanks [@notnoen]. (2020a, February 25). My face on the face but seriously thank you guys so much for everything [Instagram Photograph]. Retrieved August23, 2020, from https://www.instagram.com/p/B89pd5DnF4d/?utm_source=ig_web_copy_link
  37. Noen Eubanks [@noeneubanks]. (2020b). [Tiktok Video]. Retrieved August 25, 2020, from https://www.tiktok.com/@noeneubanks/video/6812709910879505669?lang=ko
  38. Noen Eubanks [@noeneubanks]. (2020c). Pov: The make up took@abbyrartistry so fricken long, let this flop and I will cry #joker#harleyquinn [Tiktok Video]. Retrieved August 25, 2020, from https://www.tiktok.com/@noeneubanks/video/6790792238571015430?lang=ko
  39. Park, J. H. (2008). A study on specialty of persona item at fashion show. Unpublished master's thesis, Kyung-Hee University, Seoul, Korea.
  40. Persona. (n.d.). In Naver encyclopedia. Retrieved September 1, 2020, from https://terms.naver.com/entry.nhn?docId=350370&cid=42617&categoryId=42617
  41. Simon, L., & Kelley, T. (2007). Everybody hurts: An essential guide to Emo culture. New York: Harper Collins Publishers.
  42. Turkle, S. (2003). 스크린 위의 삶 [Life on the screen:Identity in the age of the internet] (Y. S. Choi, Trans.). Seoul: Minumsa. (Original work published 1995)
  43. Ye, M. H., & Yim, E. H. (2015). Persona marketing of fashion designers. The Korean Society of Clothing and Textiles, 39(3), 446-456. doi:10.5850/JKSCT.2015.39.3.446