• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.2
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• pp.217-232
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• 2021

This study analyzed the characteristics of generation Z leading the trend of the fashion industry through the creative activity of Virgil Abloh. A literature review and case study were conducted together with detailing the research methodology. As a result of research, generation Z is conceptualized as a "digital native" who grows in digital technology environment with excellent visual sense. They are "SNS creators" who have influence on Social Networking Services (SNS). They are also characterized as "social activists" who reject social conventions and prejudices. They are a "leading creators" who seek to differentiate with creativity. The characteristics of generation Z in the creative activities of Virgil Abloh have a feature of digital native in that they seek visual originality. In terms of communicating with generation Z through SNS and influencer marketing, it has the characteristics of SNS creators. It expresses social activists in providing consumers with diversity, and social perceptions of differentiation. In terms of providing content that encourages consumers to express their personality, it has a feature of leading creators. It is meaningful in that it contributes to the understanding of the market change and marketing strategy according to the consumer development and the activity of the fashion designer.

• Fashion & Textile Research Journal
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• v.23 no.4
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• pp.423-438
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• 2021

This study compared and analyzed the direction of Louis Vuitton creative directors Kim Jones and Virgil Abloh. Accordingly, 485 photos(251 Kim Jones, 234 Virgil Abloh) were collected. For data analysis, statistical and content analyses were combined. First, as for the overall design characteristics of creative director Kim Jones, complex colors, colorful barrels, tone-in-tone color schemes, H-line, plain fabrics, soft materials, heterogeneous material combinations, casual style. Second, as for the overall design characteristics of creative director Virgil Abloh, achromatic color, colorful tone, tone-on-tone color scheme, I-line, plain fabric, soft material, similar material combination, casual style. There were significant differences in color, tone, color scheme, silhouette, pattern, material type, material combination, fashion image, detail, trimming, top and bottom that differed in the creative directors' design direction. Therefore, it appears that Kim Jones has been directing the luxurious and unique men's wear through H-line, coat and slim pants, colorful color combination, soft material, heterogeneous material combination, plain fabric, and chic active sensibility. Meanwhile, Virgil Abloh is directing men's wear in a loose and trendy street mood through the I-line, jacket and wide pants, achromatic color, soft material, plain fabric, similar material combinations, and soft and sophisticated modern sensibility.