• Fashion & Textile Research Journal
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• v.17 no.6
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• pp.895-906
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• 2015

Seoul Fashion Week aims to be the world’s fifth Fashion Week from the year after 2000. This has involved significant labour and investment, not all of which has been successful. This study analyses the strengths and weaknesses of SFW based on the London Fashion Week as a successful model. By identifying its obvious and less obvious characteristics, this analysis aims to diagnose SFW’s current status in order to upgrade the event at an international level. Key factors are organisational body, designers, visitors, sponsors, schedule, venue, main events and supportive events. The following points have emerged from the research: the success of Seoul Fashion Week was based on the combination of separate collections, an appropriate fashion show venue, and the active role of new designers. The problems were: lack of an independent organisation, non-professional staff, lack of diverse visitors, exclusive governmental funding, late timing, excessive distance from the main European and American fashion markets, lack of sustainability of the main events, a limited variety of supportive events, the absence of online promotion and, last but not least, no distinctive features. The study concludes that Seoul Fashion Week has great potential with its fast growth and young designers. This should be complemented with an independent organisation and effective administration and strategy.

• Fashion & Textile Research Journal
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• v.21 no.3
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• pp.288-299
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• 2019

This study examined trends in model perceptions in the Asian fashion industry through a survey on the current status of using models, model attributes, and image recognition for companies and brands participating in the Seoul Fashion Week and Hong Kong Fashion Week. The results of the study are as follows. First, an examination of the races of models used for public relations by clothing and accessory companies indicated that the use of Asian and black models was lower than white models. Second, intimacy, reliability, similarity, and professionalism were derived as attributes for a public relation model. Among these factors, only 'intimacy' showed a difference between the countries. Third, Seoul Fashion Week participants gave the highest marks for the strong individuality of the models used for their brands; however, participants in the Hong Kong Fashion Week most appreciated suitability with products and professional appearance. Fourth, the different trends of model image recognition were shown through various analysis results by country or race, in which Seoul Fashion Week participants highly perceived the global and luxurious image of white models, and were generally highly satisfied with the models. In terms of the Hong Kong Fashion Week, Asian models tended to be perceived as a more casual image, and the participants held contributions to brand recognition as the most significant factor when using Asian models.

• Journal of Fashion Business
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• v.25 no.3
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• pp.36-50
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• 2021

In the COVID-19 era, globally, companies in the fashion industry are pursuing new convergence methods through digital technology. Conventional fashion shows have become difficult to run exclusively, instead, the shows are run through a combination of offline and digital arrangements. This paper examines the trends of seven digital fashion show weeks in London, Paris, Milan, New York, Seoul, Shanghai, and Tokyo, and presents strategies applicable in Korea's Seoul Digital Fashion Week. We focused on the digital technology used in the digital fashion weeks fashion brands, and the characteristics of the host cities. The study conducted a literature review and case study through corporate and research report data, and the Fashion Week website. Based on the study results, changes in fashion industry calendars like 'See now, Buy now', seasonless, and unified collections for men and women, expansion of D2C system, the rise of short-form contents, and the expansion to the virtual world space and physical limitations can be cited as changed trends. The study provides insight into the incorporation of the Korean Wave and K-Pop singers, industrial structure change, and the establishment of B2B system in the Seoul digital fashion week. The shift to the digital runway is not only an alternative method to cope with the COVID-19 era but also a new "new normal". Fashion shows are no longer fixed and planned in free spaces. As a venue displaying the creator's personality, digital fashion week is expected advance in the future.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.357-371
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• 2022

With the expansion of the vegan fashion industry and increasing consumer interest in vegan goods, the first inaugural Vegan Fashion Week was held in LA in 2019. However, there are no studies examining the sustainability of vegan fashion brands; this study underlines the necessity to close this research gap. This study aimed to ascertain how these issues are handled by vegan fashion brands. Using the "sustainable criterion of fashion brands," we investigated the companies that participated in Vegan Fashion Week. This study analyzed the featured brands, conducted case studies, and examined each brand's sustainability strategies and procedures. Press releases, news articles, official websites, and web magazines served as raw data for this study. Analyses of individual networks were performed and brands' approaches to veganism and sustainability were evaluated; eco-friendly material, fair trade, local production, and vegan inspiration were among these techniques. Every brand had put at least one of these requirements into practice for their business, with vegan inspiration being the most popular approach. Additionally, it was discovered that vegan fashion brands deliberately employed vegan messaging that aligns with their corporate values. After its initial launch, VFW continues to advance the discourse on vegan fashion both within the industry and with the general public. The study's implications include the analysis of vegan fashion brands' ethical manufacturing, environmental practices, and overall sustainability.

• Fashion & Textile Research Journal
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• v.23 no.5
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• pp.545-558
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• 2021

This research analyzed the Chinese style design embodied in the collections of the new generation of fashion designers shown during the Shanghai Fashion Week to improve the understanding of Chinese style and the modernization of Chinese design. The research questions were 1) studying the development of the Chinese fashion industry chronologically and investing young designers' current situation, 2) investigating young designers' awareness of Chinese style and analyzing Chinese style design in collections. A literature and case study were conducted as the research method. The literature study focused on the books about the Chinese fashion industry and history, newspaper, articles, and so on. The case study was conducted among 63 Chinese style collections in 2016-2020 SFW by investigating fashion magazine reviews, articles, and so on. The findings are as follows: 1) Young Chinese fashion designers' awareness of Chinese style has three characteristics; the nonmaterial tendency from decreasing stereotyped images, combination of traditional culture and local youth culture, and commercialization with trends. 2) Chinese elements, including natural, character, and cultural elements were predominantly used in the concept, pattern, and shape. Nonmaterial characteristics were identified in concept, cultural combination characteristics in concept, shape, color, material, and pattern, and trend commercialization in shape, color, and pattern. In conclusion, Chinese young fashion designers had strong national consciousness and new awareness of Chinese style fashion in decreasing the stereotyped images of China. Thus, they used more varied expressions. Meanwhile, they faced difficulties in expressing nonmaterial Chinese elements by balancing them with Chinese style and globalization.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.1
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• pp.153-169
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• 2017

The rapid growth of the Korean fashion industry has contributed greatly to the establishment of various fashion associations that have appeared since the 1960s. Seoul Fashion Week celebrated its 20th anniversary; there is now a crucial opportunity for the role of Korean fashion associations to the world's top five fashion collections. This study examines and compares the various roles of Korean fashion associations and the fashion associations of France, Italy, USA, and UK. Based on the comparison results, suggestions for the roles of Korean fashion associations are as follows. The following three roles are important in both Korean and foreign associations: stable operation of collections, the creation of various funds to support fashion designers, and foster new designers through linkage with the education programs for textiles and design. Mutual cooperation among various associations is essential to achieve future goals. The specific activities of foreign associations are highly suggestive for direction. In addition to the pursuit of members' rights, it is also desirable to conduct various social activities. It is necessary to create various events that ordinary citizens and students can enjoy in addition to achieving the goal of promoting and selling products at the Seoul Fashion Week. In order to overcome various difficult situations facing Korea and to prepare for a great leap forward for the fashion industry, Korean fashion associations should spare no effort to overcome mutually conflicting interests and understand other perspectives from a macro perspective.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.10
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• pp.284-295
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• 2019

Celebrities form a dominant culture of one era and are cultivating influence to lead new fashion. Domestic women celebrities attending Seoul Fashion Week build their image as a fashion leader by exposing their own fashion aesthetics to the public. This promotes PR and sales of the brand of fashion designers in the collection. This study considers the fashion trends of women celebrities by analyzing the fashion style of women celebrities in Seoul Collection over the recent five years. The results of this study on contents analysis are as follows. First, straight silhouettes, achromatic colors, and an absence of a pattern or decoration comprised a high proportion. Celebrities preferred a modern and minimal style. Second, they preferred a feminine style that shows traditional feminine beauty through slim and princess silhouettes, one-piece dress or skirts, soft materials, and decorations with ruffles. In addition, as a matching jacket on one-piece dresses also appeared, it showed that celebrities attempted to change the chic feminine style with masculine beauty. Third, boxy silhouettes, multi-color mixed with colorful colors, graphic or lettering patterns, glittering materials and lots of details comprised a high proportion. This means celebrities pursue a maximal style that reveals their strong presence as fashion leaders.

• The Research Journal of the Costume Culture
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• v.23 no.6
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• pp.987-1003
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• 2015

The purpose of this study is to supply available data for men's fashion design planning by analyzing the trend and design tendency of the preppy look in the domestic men's collection. In the men's collection of Seoul fashion week from 2011 S/S to 2015 S/S, 494 photos judged to be the preppy look by three design specialists were chosen in Seoul fashion week and style.com's web-site. Design analyses were compiled based on year, season, brands, item, color, material, and silhouette. The preppy look was found often in S/S season, three piece combinations were the most common, and "H", "I" silhouettes were also popular. Refined black and refreshing orange were used with traditional preppy colors like navy, beige, gray, and white. Contrast color arrangement and neutral, moderate tones were seen repeatedly. Two-thirds of fabrics were pattern-less with clean, bulky, and soft textures. Coordinating accessories like hats, backpacks, books, headsets were used frequently. Among the various preppy fashion types, there were 'traditional preppy' faithful to tradition, 'sophisticated preppy' with refined semi-formal look, 'sportive preppy' with active sports sense, and 'natural preppy' with natural and comfortable senses. In a contemporary preppy look, traditional and practical senses are combined with casual and sportive pieces. This study can provide the data for design planning, interpreting, and applying the fashion themes along with contemporary sensibilities since the preppy look is based on cultural history.

• The Research Journal of the Costume Culture
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• v.11 no.3
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• pp.331-339
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• 2003

This study first defines the fashion convention industry as an idea that includes international conventions, exhibitions and collections mainly dealing with fashion (fabric·material, clothing·fashion, and machinery·equipment). It then infers constituents of the industry based on preceding studies on service quality and satisfaction, and analyzes their importance and the structural relation between constituent performance, satisfaction and ex post behaviour. Also it analyzes perception difference of the organizer and participators on constituent importance, performance, and satisfaction. In the survey, a total of 500 questionnaires were distributed to the organizers and participants of 2001 Seoul Fashion Week, and among them, 259 questionnaires from the participants and 18 from the organizers were used as data for the demonstrative analysis. LISREL 8 program and SPSS WIN V. 8.0 were used for a statistical process of collected data.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.441-456
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• 2016

This study considers the modern expression of oriental esthetics by analyzing the fashion design with the Chinese ink technique based on the concept of Chi-Yun-Sheng-Tung, which was regarded as the best rule of art creation in oriental history. This study was performed by conducting a literature review of related books and advanced studies, and then, collection analysis was done with photos derived from fashion websites (seoulfashionweek.org, chinafashionweek.org, vogue.com, firstview. com) from 2010 S/S to 2016 S/S. A total of 317 fashion photos of designs created using the Chinese ink technique by Korean designers at Seoul Fashion Week and Chinese designers at China Fashion Week were analyzed. The contemporary fashions created with the Chinese ink technique were characterized by, first, the bold brush strokes and natural spreading effects of Chinese ink, second, the emphasis of empty space by taking essential elements, and third, the coexistence of deep Chinese ink colors with modern primary colors. The formativeness of the contemporary fashions created with Chinese ink technique based on Chi-Yun-Sheng-Tung were as follows: first, temperance, pursuing spiritual and minimal expression, second, empty space, making design elements interact and pursue harmony, third, changeable rhythm, symbolizing the growth and variation revealing the power of life, and fourth, vitality, represented in the rhythmical movement of the brush. This study was based on the oriental esthetics inherent in Chi-Yun-Sheng-Tung, and it attempted to analyze contemporary fashion design. The aim was to show the possibility of modern applications to traditional values, and it can be a meaningful case in design planning based on culture.