현대 패션이 추구하는 미래가치에 관한 연구: 보그 아카이브를 중심으로

Abstract

In this study, based on the 21st century fashion media, future lifestyle trends, shape and styling of fashion, materials, sales and promotion methods in the fashion industry, and sustainability trends are analyzed, and finally inferred future values pursued by modern fashion. The research method analyzed articles and images derived from the fashion magazine Vogue from 2000 to 2022 as the keyword of ‘future fashion’. As a result of the study, it was expected that future lifestyle trends would pursue a light, simple and comfortable lifestyle, and a tendency to possess all the things necessary for life to a minimum but to pursue good things. Future fashion has emerged as a fashion with charm beyond comfort, an item with simplicity and elegance that does not change over time, and a fashion with variety and fun beyond technology and function. On the other hand, it was predicted that with smart anti-recognition fashion, you will be able to have the option not to make yourself known. In addition, virtual game styling emerged as a major trend, and natural materials, eco-friendly materials, lightweight materials, and technical materials that did not look technical appeared to be futuristic. On the other hand, a small and substantial sales strategy, retail rather than wholesale, will be more advantageous, racist, democratic marketing will be pursued, and sustainable fashion trends will be maintained. It was analyzed that future fashion will pursue luxury in simplicity, understanding of the great value of small things, and freedom to protect privacy. On the other hand, it was predicted that they would pursue the values of diversity, fun, integration, inclusion, and fairness beyond technology and skills, and value contributions and the value of a virtuous cycle between society and businesses rather than consumption.