The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Modern reinterpretation and succession of Balenciaga design by Demna Gvasalia

뎀나 바잘리아에 의한 발렌시아가 디자인의 현대적 계승과 재해석

  • Kim, Jiyoung (Dept. of Clothing and Textiles, Chungbuk National University) ;
  • An, Hyosun (Dept. of Fashion Industry, Ewha Womans University)
  • Received : 2021.01.21
  • Accepted : 2021.03.30
  • Published : 2021.04.30
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Abstract

The aim of this study was to reveal the modern succession and reinterpretation of brand identity through the case of Balenciaga design presented by Demna Gvasalia through a review of the literature, design collection, and design review analysis. The design collection analysis was conducted from 2016 F/W to 2020 F/W, when Demna Gvasalia commenced responsibility for the Balenciaga collection. A total of 12 articles from overseas fashion magazines and newspapers were analyzed. A modern reinterpretation of Demna Gvasalia's Balenciaga design is as follows. First, he introduced luxury mode to reflect a sense of the times and introduced luxury street looks based on street and sports sensibilities, showing various styles without specific concepts. Second, by sharing universal sensibilities based on pragmatism, he proposed an easy-to-wear outfit for daily life to demonstrate the everydayness of fashion. Third, as a new exploration of traditional structural beauty, the design of Cristobal Balenciaga was reinterpreted through the conversion of items, overlapping outfits, and the introduction of high-tech technologies. Fourth, by taking a conceptual approach to fashion, he has renewed the spirit of experimentation and modernity shown by Cristobal Balenciaga. Fifth, with the presentation of a new icon, new styles of sneakers such as Triple S and Speed Runner are presented as new icons. He inherited the original mindset and creative approach of the house's founder, Cristobal Balenciaga, and reinterpreted it from a contemporary street sensibility and pragmatic perspective.

Keywords

References

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