Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Gender Characteristics in Virtual Fashion Design -Virtual Avatars' Genders and Genderless Fashion Design Concepts-

  • Minji Lena Kim (Dept. of Integrated Design, College of Human Ecology, Yonsei University) ;
  • Sang Ha Yun (Dept. of Integrated Design, College of Human Ecology, Yonsei University) ;
  • Inzali Moe (Dept. of Integrated Design/Human Life & Innovation Design, College of Human Ecology, Yonsei University) ;
  • Eun Kyoung Yang (Dept. of Integrated Design/Human Life & Innovation Design, College of Human Ecology, Yonsei University)
  • Received : 2023.10.31
  • Accepted : 2024.03.18
  • Published : 2024.06.30
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Abstract

This study investigated gender characteristics in contemporary virtual fashion design, focusing on avatars and genderless fashion in recent collections from Auroboros, Republiqe, Placebo Digital Fashion House, RTFKT, and Tribute. Employing content analysis within a theoretical framework of gender-related research, the study coded virtual avatars in terms of biological sex, appearance, and sociological perspectives. The results showed a preference for female-type avatars, through which androgynous aesthetics were embraced and traditional gender norms were challenged. Male-type avatars reflected experimentation with blending masculine elements, emphasizing inclusivity. Human-like avatars indicated a preference for designs that promoted inclusivity and, in the process, challenged binary classifications. The examined brands strategically capitalized on compromise, sensuality, and playfulness, thereby breaking away from traditional values to opt for more diverse styles. Genderless features combined elements from traditional men's and women's clothing, espousing sensuality and playful exaggeration. These findings signify a dynamic shift away from conventional gender standards to foster inclusivity and experimentation. They can serve as a reference for promoting creative strategies and design innovation, challenging the traditional gender perspective in the fashion industry. Implementing these strategies can lead to a more inclusive representation of fashion styles, encouraging critical thinking about gender norms.

Keywords

Acknowledgement

This work was supported by Yonsei Institute of Gender Studies.

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