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REFERENCE LINKING PLATFORM OF KOREA S&T JOURNALS
> Journal Vol & Issue
The Research Journal of the Costume Culture
Journal Basic Information
Journal DOI :
The Costume Culture Association
Editor in Chief :
Volume & Issues
Volume 18, Issue 6 - Dec 2010
Volume 18, Issue 5 - Oct 2010
Volume 18, Issue 4 - Aug 2010
Volume 18, Issue 3 - Jun 2010
Volume 18, Issue 2 - Apr 2010
Volume 18, Issue 1 - Feb 2010
Selecting the target year
Wearing Behavior of the Active Silver Generation to Functional Textiles Related with Gender and Age
Park, Myung-Ja ; Kim, Jung-Min ; Park, Jae-Ok ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1063~1075
Studying awareness, importance, satisfaction, and wearing behavior of functional textiles for active silver generation related with gender and age is expected to contribute to clothing products development to improve and maintain their health and marketing strategy fit for user characteristics. For empirical research, a survey was developed and the aged 50 and above were 332 respondents. The results of the study are as follows. First, silver generation considered all the clothing comfort sensations important when wearing clothes, such as tactile sensation, clothing pressure sensation, thermal/wet sensation, and motion sensation in human physiological aspect. Also, stretchy fabrics were ranked first in awareness, the number of wearing times, and satisfaction of comfort functional fabrics. More than 30% of silver generation have fifteen items out of 36 functional clothes. Second, in analysis of awareness by gender on functional clothing products, women were more aware of health/safety-oriented fabrics than men were. Otherwise, men had more knowledge about the water-related properties of functional fabrics than women have, such as water/moisture absorptive and water-repellent/vapor permeable fabrics. While women have more indoor casual wear, men had more active sportswear. Also, women expressed a strong preference to the stretchy function of fabrics.
The Influence of Fashion Corporate Social Responsibility upon Consumer Purchase Behavior
Lee, Jung-Im ; Shin, Su-Yun ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1076~1089
Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.
Analysis on the Fashion style of Hallyu Stars & Design Development - Focused on generation born after 1980s Shanghai -
O, Ji-Hye ; Lee, In-Seong ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1090~1111
Thanks to both developments in various media such as the internet and TV and China's economic growth, the fashion market in China has gain a lot of attention by global businesses as a newly-raised spending market. Fashion companies in Korea have entered into the china since the late 1990s. For them to get competitive edges, they have to differentiate their brand by creating new design based on the culture becoming mega-trend in fashion market. So in this research, I try to create fashion designs based on Hallyu Stars' fashion styles and images, who come on as a new culture code in China and other Asian. For this, I conducted theological consideration on what the Hallyu is, and looked into fashion styles in soft dramas which 5 Hallyu Stars started in and street fashion in Shanghai in China. Based on the outcomes of analysis, I figured out those star's fashion style and created products targeting young generation born after 1980s in China. The conclusion of this study is as follows. Firstly, the very definition of Hallyu which can be described as a phenomenon in which Korean movies, soap operas, and pop music have become immensely popular throughout Asia.has been expanding to signify the proliferation of Korean culture as a whole. Secondly, having selected the 5 female stars representing Hallyu, we were able to analyze and categorize their fashion styles on the basis of their music videos, movies, and soap-operas. Thirdly, In order to explore the level of influence of Hallyu fashion industry, we studied the street fashion of Shanghai The result was that we could observe both the slim and feminine cool casual style and the cute and affectionate pretty casual style simultaneously.
A Consideration on the Change of Korean Musical and the Characteristic of Musical Costume
Kim, Hee-Jung ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1112~1128
This study aims to know the trace of Korean musical, consider musical depending on its type, arrange characteristic of musical costume and find out the developmental direction of Korean musical costume with potentials as a culture industry. For study method, the data were collected from thesis, academic journal, book and internet web-site concerning musical costume, literatures were considered and performance costume photos, which were captured via musical performance site, were analyzed. The history of Korean modern-day musical is regarded as starting with
(1966) in the full scale. Although foreign musical was imitated in 1970s~1980s, it may be called the growth period of Korean musical because the period showed the commercial possibility. Since 1990s, large-scaled musical securing good work and popularity was popular. In 2000s, musical industry was abundant quantitatively and qualitatively as investment or popularity was significantly expanded. The type of Korean musical are divided to opera musical of European, Broadway musical of American and creative musical of Korean. The costumes used in opera musical of European and Broadway musical of American are borrowed from original works through license or were manufactured in Korea by referring to the costumes of original works and using similar materials or fabrics. The costumes used in creative musical of Korea are designed by either domestic or foreign designers and produced in Korea.
A Study on Purchasing Behavior and Fit Satisfaction on the Direct Imported-U.S. Apparel Brand and Products - Focusing on Korean Female University Students in 20s -
Choi, Sun-Yoon ; Chun, Jong-Suk ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1127~1137
As directly imported apparel brands are actively entering the domestic market, studies of the marketing aspects of these imported apparel products and their overall consumption trend have been done. However, studies of whether are not the directly imported apparel products provide Korean consumers with an appropriate fit are not as common. Therefore, this study investigates the satisfaction with and problems associated with the fit along with the recognition of and preference for directly imported US apparel brands. 100 female college students who purchased directly imported US apparel brands participated in a survey. The results of this survey showed that their recognition of, preference for, possession rate of and satisfaction with the directly imported US apparel brands tend to be high. The major purchasing motivations were the excellent 'design' and 'color' of the products. The subjects reported that they were satisfied with the quality of 'materials' and 'sewing condition'. However, they were not satisfied with the 'comfort' or the 'size'. Their level of satisfaction with the fit of these products differed depending on the specific item. Their level of satisfaction with the fit of T-shirts and knits was high, whereas the level for pants was relatively low. They complained mostly about the sleeve length and garment length of upper-body garments and coats. They were not satisfied with how the pants fit. The areas of dissatisfaction regarding the pants were the waist girth, the crotch length and the pants length.
The Effects of Clothing Shopping Orientation on Women Consumers' Clothing Purchasing Behaviors - Focused on a Comparative Analysis by Age Variable -
Lee, Mi-Sook ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1138~1152
The purposes of this study are to segment women consumers on the basis of clothing shopping orientation and to investigate clothing purchasing behaviors of each segmented group by age variable for development of effective fashion marketing strategies to meet very changeable modern consumers' needs. The research methodology is survey and subjects were 650 women aged from 20s to 60s. The questionnaire consist of measurement items for clothing shopping orientation, clothing purchasing behaviors and subjects' demographic attributions. The data were analyzed by Cronbach's
, factor analysis, cluster analysis,
test, ANOVA and Duncan's multiple range test, using SPSS program. The results are as follows. First, 5 factors were emerged on clothing shopping orientation. Second, women consumers are segmented into 4 types(conspicuous, convenient, pleasurable, and unconcerned type) by clothing shopping orientation. Third, each consumer type divided by age variable showed some important differences on demographic characteristics and various clothing purchasing behaviors. Therefore, the results of this study support that clothing shopping orientation can be useful as one of the effective differentiated variables to segment women consumer market and age variable has important mediate effects on the differences of clothing purchasing behaviors by clothing shopping orientation type.
The Image Expressions of High-Fashion Snood Coordination
Yang, A-Rang ; Lee, Hyo-Jin ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1153~1164
The objective of this study is to analyze the coordination images seen in comprehensive fashion items and their features. This will be done from the viewpoint of both the creativity as well as functional characteristics of items and images. For the method of study, I explored the idea of "snood" style, analyzing its features of 42 pictures appearing from the 2006 S/S to 2010 F/W collection. It is important to note that "snood" style has the characteristics of both a muffler and turtleneck. With looping design connected at both ends, it can be placed around the neck or head, creating the image of wearing a hood. After having examined the selected data and pictures, one can largely divide the exclusive high-fashion image categories into three types: feminine, avant-garde, and finally, active & functional sportive image. First, the orthodox image is widely accepted by most as it has forever evolved within the original tradition of the practically functional muffler(scarf). Second, since the metamorphic image tends to lend itself to free ideas, you can wear a snood around the shoulders like a collar. Worn together with the same type of clothing, the snood can be seen as an effective suit. Third, the aim of image emphasis is to highlight certain points, or make some features more noticeable, as a means of possibly attracting more interest and attention. The image of snood arises out of the use of shapes, colors, and other accessory parts. As mentioned earlier, snood stands out as an independent item instead of just being an accessory to clothing. Its primary function as a style coordinator is emphasized in order to create more distinctive fashion images. Through this study, I thereby intend to provide fashion style data on the latest trends, and high-fashion codes of snood coordination.
A Study on the Low Waist Slacks Pattern for the Schoolgirl of a Tween Generation
Shin, Ki-Young ; Suh, Mi-A ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1165~1178
This study is aimed at developing low waist slacks pattern with high satisfaction measurements and beauty for the tween generation girls. For this study, the research method was as follows. By extracting and analyzing industrial and educational slacks pattern, beautiful and motion-suitable slacks pattern will be created. This study presents the ideal slacks pattern that has great fit to tween generation girls by comparing and analyzing the previous 2 slacks pattern studies and the real clothing test. The constructed pattern in the 1st step was modified and adjusted from the best industrial patterns' the location of waist line, waist line gradient, rear waist bottom crotch, hip bottom crotch, dart length, the ease of hip girth, the fitness of rear bottom crotch line which were not well-estimated. The 2nd step was appearance and movement test based on the 1st study. In The 3rd step, the 2nd step was chosen as the final slacks study pattern for its superior appearance & movement satisfaction comparing with other patterns.
Observation of Textile Design from 2005～2009 Fashion Collection and Development of Pattern Design - Focused on Conversational Design -
Kim, Chil-Soon ; Pak, Ji-Eun ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1179~1193
For a good design, it is important to understand consumers and trend of textile and fashion design. Previous researches on textile pattern design with CAD have been done. They have studied on Korean traditional floral motives/hand painting or some geometric patterns. Few studies have been done on conversational design. Therefore the purpose of study was to observe types of textile pattern design for the recent fiver years and determine fabric pattern trends, especially on the conversational motifs. The types of patterns were analysed with professional panels from the 2005～2009 collection sources, using SPSS program. This study was also develop textile patterns creating using CAD. We conducted design process on motif creating, repeat, and mapping jobs, using textile special design program Prima vision and Photoshop CS3.
A Study for the Broadcasting Makeup and Image Representation Changes in the Digital Media Era
Barng, Kee-Jung ; Kim, Kyung-Hee ; Kim, Ju-Duck ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1194~1210
The influence of digital media according to environmental change of multi-media came to have significance more than what we imagine. In accordance with high resolution of HDTV in digital media era, the cautious awareness is required for skin color by the immediate color such as replica of TV color, lighting and clothing. As for the broadcasting makeup expression technique caused by a change in broadcasting environment in the digital media era, the first, There is necessity for natural makeup technique, and for expressing the whole makeup evenly and very delicately. The makeup work gets much more delicate. For the delicate expression, more time is being required than the existing makeup time. Second, Lots of time and manpower are required for elaborate real-object processing on all the production fields such as background set, stage properties, and makeup. Third, Realistic expression is available on the screen. Importance of basic makeup is highlighted. Thus, even the skin care shop came to be prevalent. Development in only HD cosmetics is needed for foundation with fine particle in new material and with diverse colors hereafter. The video-media field is a method that is ignored a sense of distance through vehicles such as camera, picture tube, and several kinds of broadcasting machinery and equipment and that is delivered vividly to viewers through screen, unlike the stage makeup, thereby being needed the makeup technology proper for HDTV according to the changing broadcasting environment and media. The video machinery and equipment are proceeding with being gradually high-tech and precise. Thus, an expert in makeup needs to know common sense on the video machinery and equipment before makeup, and needs to make an effort according to it. And, a follow-up research can be said to be necessary on the advance in makeup method and on more diverse dedicated cosmetics along with a research on color tone proper for HDTV.
Effect of Perceived Cosmetic Brand Personality on the Preference of Women Consumer in 20~30's
Kim, Hyun-Hee ; Kim, Yong-Sook ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1211~1227
The purpose of this study was to examine effects of perceived cosmetic brand personality on the preference of women consumer in 20～30's who started applying adult makeup and were sensitive to cosmetics and makeup techniques to provide domestic cosmetic brands with unique personality marketing resources. A questionnaire developed by researchers was used and 538 questionnaires were used for data analysis. Data was analyzed by SPSS PC(Ver. 16.0). Factor analysis, one-way ANOVA, and muliti regression analysis were done. The findings of this study were; Domestic cosmetic brands' personality factors were aesthetics, performance, interest, competency, and boldness. In case of Isaknox, women consumers in 20-30's preferred it when they perceived its aesthetics, performance, and competency. They preferred Lacvert when they perceived its aesthetics and interest, while they preferred The Face Shop when they perceived its aesthetics, performance, and competency. They preferred domestic cosmetic brand was Hera most, followed by Laneige, Isaknox, Lacvert, and The Face Shop in a descending order. Also they preferred Laneige when they perceived its competency and Hera when they perceived its aesthetics and interest.
A Study on the Shirt Collar with Collar Band
Park, Chan-Mee ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1228~1241
This study aims to help understanding on design of basic pattern of shirt collars and to suggest schemes to raise completeness of shape by reviewing problems shown in finished products after sewing. From March 2009 to August 2009, 12 patterns for education and firms were collected centering on basic shirt collar form respectively. There are four problems generally raised from a completed shirt collar. In case of overlapping shirt collar on front neck point, the sewing point of shirt collar should be drawn at front neck point of collar band at a distance of about 0.2~0.3cm, and the center front of band and one of bodice should be arranged in a straight line. In case of the problem about right and left length difference of shirt collar, it is raised by closing so the problem was solved by prolonging about 0.2 cm of the center front of left collar. It was evaluated that adjusting notch point when sewing would be more rational solution than solving something on patterns for distance difference problem of shirt collar between right and left part at center front. And a problem about getting loose of front garment between collar band below and the first button was also raised. It was designed 0.2cm cut of collar band. Around basic shirt collar form, above mentioned solutions are applied to the patterns for education and manufacture experimental clothing. So as a result of sensory evaluation, generally good ratings on all items were received.
A Comparative Analysis of Upper-Torso Bodice Pattern for Elderly Women of Her Late 60s - On the Focus of Bunka and New Bunka Style Basic Pattern -
Moon, Soon-Ei ; Park, Kil-Soon ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1242~1253
The purpose of this study is to suggest a designing method with excellent body suitability by analyzing clothingwearing porosity, comparing and analyzing patterns, and evaluating outer appearances by designing a prototype of study applied with design measurements for categories that have influence on the outer appearance of clothing through diverse research methods, by comparing and analyzing bunka and new bunka style basic pattern, which are proportional basic patterns most frequently used in schools for educational use to design bodice pattern for elderly women in their late 60s. As for the process of this study, the first stage selected study subjects, measured bodies. The second stage compared patterns of bunka and new bunka style basic pattern and evaluated outer appearances that deduced important pattern designing categories to design upper-torso bodice pattern of elderly women. The results of this study are as following ; As a result of comparing and analyzing bunka and new bunka style basic pattern, overall evaluation of outer appearance was excellent for new bunka style basic pattern, and bunka basic pattern received better reviews for the width and depth of front neck. In terms of waist circumference, waist front length, bust point location and bust point-bust point, bunka and new bunka style basic patterns showed a significant difference. new bunka style basic pattern had 4.5cm larger front armhole depth than bunka basic pattern, so it was evaluated to have more appropriate front armhole length, bust point location, and bust point-bust point. Through observation for primary excellent categories and precedent studies, 7 categories of front neck width, front neck depth, front interscye, back neck width, back neck depth, back interscye, and back armhole depth were deduced to have relations to the extra room around arm holes and waist that affect pattern designing method and porosity and evaluations of outer appearance.
Wedding Dress Design for Handicapped People
Lee, Hyun-Jeong ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1254~1260
In such special or precious occasions as a wedding ceremony, brides, handicapped or not, wish to wear a beautiful wedding dress. However, an ordinary wedding dress is not suitable nor convenient to a bride who has a bodily impediment. A one-piece type wedding dress, which even a normal bride needs assistants to help her wear, will create more inconvenience to crippled females. In this connection, this study is purposed to convert a normal ready-made wedding dress design into one suitable to the bodily handicapped females. For handicapped people on a wheelchair who generally put on and off a wedding dress while sitting on the chair, a one-piece type wedding dress is divided into the top and the skirt to make it a two-piece type wedding dress which is easy to get into and take off. The top should be separated from the skirt in such a manner that the wearer may not be aware of the division of the two pieces but easily put on and off since the sides or back of the top is opened. An opening is also given to the sides of the skirt so that handicapped people may sit on the skirt on the chair and then close the opening by themselves. Converting ready-made wedding dress design into functional clothes for handicapped people is really significant in that ready-made clothes can be recycled, their production cost reduced, and the economic burden of handicapped people relieved.
The Study of Hyper-Reality in Editorial Fashion Photographs - Focused on Vogue Magazine since 2000 -
Yang, Sook-Hi ; Yun, Young ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1261~1273
The advent of various arts and remarkable development of mass media since 1980s accelerate fashion photographs' advancement. The expression of fashion through photographs can represent characteristics of ages, societies, cultures, traits of designers and techniques of photographers. In addition, that is the tool which contains economical role as a product and artistic role as photos. Therefore, this study examines hyprt-reality images in editorial fashion photographs. Hyper-reality means the reproduction which represents the reality of life more actually. Hyper-reality through photographs elevates reality of virtual things and creates the confused situation which haunts the boundary between reality and reproduction. This study classifies the hyper-reality in editorial fashion photographs into three groups by their external traits, ideal reality, collapse of reality, and restoration of reality. First, ideal reality is represented as harmony among fashion, characters, and space, causality of fashion with time and circumstances, positive will, and melting with nature. Second, collapse of reality is expressed as in harmony between fashion and situation, violence, fetishism and symbol of death. Third, restoration of reality is shown as recurrence to nature and images of utopia to express dignity of life.
Analysis of Fashion Design Characteristics and Cycles of Knit Fashion Trends
Ko, Soon-Young ; Park, Young-Sun ; Park, Myung-Ja ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1274~1290
This study analyzed the design elements and fashion images of women's knitwear in collections of Paris, Milan, London and New York between 2003 and 2008, and examined knitwear trends in an effort to verify whether knitwear trends are repeated in certain cycles, whether they show complicated patterns in cycles and yet occur in quasi cycles, or whether they occur non-periodically in complicated forms of chaotic cycles. Trend cycle analysis results are deemed to identify the time series attribute of knit fashions. It also sought to categorize the attribute of various factors influencing knitwear trends with a view to determining relevancy between design elements, and to present the direction of predicting knitwear fashion trends and the progression of short-term knitwear trends. This study reached the following conclusion. According to design elements or fashion images, knitwear fashion trends occur in cycles, quasi cycles, non-periodical cycles. These cyclic characteristics can be used as scientific data for planning knitwear products. The study confirmed close relevancy between fashion images and fashion elements. It identified close relevancy between designs with similar fashion elements and images through coordinates by year and season, and it is possible to make short-term prediction of trend direction through the flow of coordinates. Time series data were insufficient, thereby making it difficult to perfectly verify chaos indices and giving limitations to this study. A study with more time series data will produce a more effective method of predicting and using knitwear fashion trends.
The Study on the Aesthetic Characteristics in Black Shown in Stage Costume - Focused on Musical 'Chicago' -
Han, Na-Ra ; Kim, Young-Sam ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1291~1304
This study examined that the black dress is the one of having aesthetic value as well as symbolism while delivering specific image, from the perspective of color, which is essential element in forming design of the Stage Costume. This study carried out the theoretical research of centering on the literature consideration and the empirical research of centering on a case side by side. It analyzed the works and design based on the clothing, which had been performed in Korea with a revival version of Musical 'Chicago'. Aesthetic characteristics in more than two are being shown in one dress. If so, the following are the results that considered on aesthetics characteristics in black, which were shown in Stage Costume of Musical 'Chicago', which is increasing the theme consciousness through Stage Costume, which is simple and sexy black. First, as emotion of coming to stay in agony and sadness on the basic fact called death, the Stage Costume in black led to being shown sorrow of implying death, fear and murder. Second, the dignity, which corresponds to noble beauty in the aesthetic category, expresses dignity and elegance with flat material in black, and is revealed the aspect of expressing fashion, which emphasized spirit rather than body. Third, as the aesthetic characteristic of causing sexual desire, the sensuality was shown, which has the aspect of being expressed through exposure, concealment and emphasis. Fourth, it was expressed with androgyny, which evokes androgynous image. Fifth, black in Musical 'Chicago' formed the whole mood with a sense of weight by arranging the whole feeling with color in similar tone, thereby having been indicated the harmony of being formed with theme, which is aimed to be indicated in drama.
An Investigation into Three Dimensional Mutable 'Living' Textile Materials and Environments(1)
Kim, Ki-Hoon ; Suh, Ji-Sung ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1305~1317
This research aim concerns questioning how we can generate environments suggestive of nature fused with built environments through textiles. Through literature reviews and experiments with available the 3D imaging techniques of Holography, Lenticular and other new technologies, We have researched towards finding the most effective method for 3D imaging techniques for textile applications. This objective is to produce intriguing textile patterns and images in which the objects and colours change as viewpoints change. Experimental work was carried out in collaboration with professional textile researchers, scientists, artists and designers conducting research in this field.
21 Century Video Image Fashion Communication - Focusing on Prada Fashion Animation -
Jang, Ra-Yoon ; Yang, Sook-Hi ;
The Research Journal of the Costume Culture, volume 18, issue 6, 2010, Pages 1318~1330
The 21st century is the age when a sensational image has more explanatory power and can deliver a more powerful message than a message consisting of logical thinking. Powerful visual images create a big impact on many people throughout the world, overcoming linguistic barriers and even replacing language as a means of communication. In the fashion field, the concept and power of visual images within the new multimedia of the 21st century are becoming increasingly important. In recent years, other than the above methods, videos, movies and animation features have been produced directly to enhance visual effects and attempts are increasing to use these new tools as communication methods. This study focuses on animation contents that have been used in the fashion industry to overcome prejudice of luxury international brands that feature images that emphasize value, quality and heritage. The purpose of this study is to focus on the specific character of fashion animation in order to overview the concept of 21st video fashion communication and to show how the collection concept that includes color and detail places an emphasis on visual images. Analysis of previous research, theoretical research through literature and case study on Prada fashion animation led to the following conclusion. The common features of two different Prada fashion animation show that both animation have the following features in common : realism, dramatic impact and convergence for expression methods, and creativeness, hybrid and a happy ending for contents. Beginning with this study, I believe that various angles of interest and concern about communication in the fashion world, which is a social and cultural phenomenon that changes rapidly, can be will be looked at and learned from.