Investigating the Impact of Fashion Model Selection on Hanbok Design Perception

Abstract

The objective of this study is to investigate the prevalent trends and styles in popular Hanbok designs before the onset of the COVID-19 pandemic. Additionally, it seeks to analyze the trend in the choice of fashion models as a crucial factor in shaping the perception of the Hanbok image in order to provide basic materials for Hanbok design planning. The findings of this study are as follows. First, based on the frequency analysis of Hanbok designs in the overall materials, the results indicate that both traditional and fashion Hanbok have a similar frequency. However, an analysis of the types of Hanbok designs in materials by year reveals that there has been a recent decrease in the rate of traditional Hanbok, while the rate of fashion Hanbok is on the rise. This trend suggests that the fashion Hanbok market is becoming increasingly important in addition to the traditional Hanbok market within the Hanbok industry. Second, the frequency of male and kid models was found to be lower than that of adult female models. This suggests that there is a significant potential for the Hanbok market to expand into the male and kids’ demographic in the industry. Third, the selection of fashion models is considered a significant factor in shaping the perception of the Hanbok image, reflecting changes in attitudes and sensibilities towards Hanbok. Interestingly, the selection of fashion models varies depending on the type of Hanbok design. For instance, white models tend to represent the image of cultural exchange when wearing traditional Hanbok; the image of going global when wearing modernized Hanbok; and the image of luxury and diversity when wearing fashion Hanbok. On the other hand, black models were selected solely to showcase fashion Hanbok, with the intent to demonstrate multicultural inclusion and a more casual sensibility in terms of its activity and functionality. Lastly, the Hanbok industry is currently experiencing a change and hybrid trend in various contexts and meanings associated with Hanbok. While some people are interested in Hanbok as a tradition and a historical responsibility, such as genderless and street fashion, are emerging in terms of design concepts as the fashion Hanbok market expands.

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