Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the Design and Style of Burberry Men's Wear through the Replacement of Creative Directors

크리에이티브 디렉터 교체에 따른 버버리 남성복 디자인 및 스타일 연구

  • Song, Bu Young (Dept. of Clothing & Textiles, Pusan National University) ;
  • Kim, Yoon Kyoung (Dept. of Clothing & Textiles, Pusan National University) ;
  • Lee, Kyoung Hee (Dept. of Clothing & Textiles, Pusan National University)
  • Received : 2021.07.19
  • Accepted : 2021.09.06
  • Published : 2021.09.30
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Abstract

This study compares and analyzes the designs of Burberry creative directors, Christopher Bailey and Riccardo Tisci. For this purpose, 322 photographs (176 Christopher Bailey and 146 Riccardo Tisci) were collected and the data analysis criteria were classified into color, shape, material, decoration, item, and fashion style. With respect to the data analysis method, statistical analysis and content analysis were combined. First, the design characteristics of Christopher Bailey top and bottom combined bright tone, tone-in-tone color scheme, H-line, heterogeneous material combination, and smart casual appeared very frequently. Second, the design characteristics of Riccardo Tisci top and bottom combined were monotone, tone-on-tone color scheme, H-line, heterogeneous material combinations, and street culture. Third, the design differences between creative directors were significantly different in color, tone, color arrangement, pattern, material type, material combination, detail, top and bottom items, and fashion style. Burberry men's wear maintains Burberry's traditional design identity with achromatic colors, beige-based colors, and beige checks. Christopher Bailey's design direction is characterized by modernity in a casual mood that emphasizes practicality. The design direction of Riccardo Tisci is characterized by a wide gap between images in a semi-formal style that emphasizes Burberry's tradition and a free-spirited casual style.

Keywords

References

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