Loewe에 나타나는 신해체주의 디자인에 관한 연구

초록

In order to study the changes and characteristics of luxury brands in modern fashion, this study looks at the design characteristics proposed by Jonathan Anderson, the creative designer of Loewe, from the neo-deconstruction point of view. The contents of this study are as follows. First, the concept and characteristics of neo-deconstruction are defined and defined from the point of view of fashion. Second, it types its characteristics around the case of Loewe"s fashion design, where Jonathan Anderson was recruited as a creative designer. Third, derive the design characteristics of Loewe from the neo-deconstruction point of view. The results of this study show that, from the perspective of this study to understand the changes in luxury brand that are first different from the existing concept, the neo-deconstruction characteristics have emerged as open communication, recombination and reinvention, and new value pursuit. And since the recruitment of Jonathan Anderson under Loewe"s rebrand, a different case of change was emerging than other luxury brands. Finally, from the point of view of neo-deconstruction, the characteristics appearing in luxury brand Loewe were shown by open marketing, harmony of tradition and contemporaneous sensibility reflecting the needs of consumers, and the pursuit of new value of luxury brand.

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