에르메스 스카프에 나타난 다문화적 에스닉 스타일 분석

초록

In today’s society, the characteristics of exoticculture are mixed and appear our daily life. Thisphenomenon develops positive capacity for a brand newculture. From the past to the present, various fashionbrands show ethnic style inspired exotic cultures. Hermes, which is a global luxury brand, acceptsmultiple cultures and expresses the style in variousitems. Especially, Hermes carre scarf shows ethnicstyle every season. Therefore, this research represents considerationand value of ethnic style that Hermes pursues byanalyzing frequency of ethic expression and formativecharacteristic. Methods of study are documentary survey such asbooks, publications, articles, theses about Hermes brandand carre scarf and related information search by usinginternet. In the scope and content of the present study, thefrequency history of the Hermes brand, the birth ofcarre scarf, ethnic style shown in fashion and modernmulticulturalism, the country that will open, on thetheme of Hermes carre scarf from the past to thepresent analyzes, studies of shaped accordingly wereincluded. As this study’s result, Hermes, which is an iconicbrand of history and tradition, expresses ethnic styleby mixing cultural elements, and after the release ofmulticultural scarf carre ethnic style, Hermes continuesto seek changes and developments based on main idea,motives, composition, and color that are related on one’sform of culture and narratives. Multicultural ethnic style is an identity of Hermescarre scarf, the brand that has historicity andlegitimacy. It improved the value of design, and clearlyshows the characteristic of multiculturalism. Therefore, as today's diversification of style andinterest in other culture increases, the ethnic style,which represents the multicultural symbol, will bringinspiration of creative ideas and the ways of expressionto national design brands. Also, it is predictable thatdiversification of culture will exchange, so freshstimulation and creative changes will appear in manyareas.

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