COVID-19가 패션 필름에 미친 영향- 프라다의 COVID-19 전후 패션 필름 사례 비교 분석을 중심으로 -
Effects of COVID-19 on fashion film- Focusing on comparative analysis of fashion film cases before and after COVID-19 of Prada -
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to examine emerging trends in fashion films and the impact of COVID-19 through analysis of Prada films produced before and after the initial spread of the COVID-19 pandemic. We selected 40 cases occurring prior to the pandemic, from June to December 2019, and 21 cases occurring since the outbreak, from June to December 2020. To identify relevant trends, we conduct a literature review and examine a range of case studies. First, travel restrictions and confronting activities currently inhibit production. Through our case study analysis, we identify nineteen cases in between before and after COVID-19. Secondly, Prada can be seen to mainly produce episodes and promotional films. Additionally, it develops content showcasing brand values in environmental, cultural, creative, and sport-related fields; intended audiences extend beyond the realm of fashion. Thirdly, a new film category began to develop after the outbreak of COVID-19, namely, narrative films utilizing virtual interactions. According to our analysis results, we expect film production that is increasingly facilitated by virtual communication, technology utilization, and online platforms to continue even after the resolution of COVID-19. New film categories will emerge, and we predict that the gap between the number of cases before and after COVID-19 will narrow.
Abstract
The purpose of this study is to examine emerging trends in fashion films and the impact of COVID-19 through analysis of Prada films produced before and after the initial spread of the COVID-19 pandemic. We selected 40 cases occurring prior to the pandemic, from June to December 2019, and 21 cases occurring since the outbreak, from June to December 2020. To identify relevant trends, we conduct a literature review and examine a range of case studies. First, travel restrictions and confronting activities currently inhibit production. Through our case study analysis, we identify nineteen cases in between before and after COVID-19. Secondly, Prada can be seen to mainly produce episodes and promotional films. Additionally, it develops content showcasing brand values in environmental, cultural, creative, and sport-related fields; intended audiences extend beyond the realm of fashion. Thirdly, a new film category began to develop after the outbreak of COVID-19, namely, narrative films utilizing virtual interactions. According to our analysis results, we expect film production that is increasingly facilitated by virtual communication, technology utilization, and online platforms to continue even after the resolution of COVID-19. New film categories will emerge, and we predict that the gap between the number of cases before and after COVID-19 will narrow.
참고문헌 (42)
- Cho, E. Y., "Analysis of mass fashion on the basis of movie costume", Journal of the Korean Society of Costume, 31, pp.189~202 (1997)
- 조윤수, "사회적 이슈를 반영한 패션 영상에 관한 연구", 한국패션디자인학회지, 20(2), pp.1~19 (2020), 한국패션디자인학회[DOI]
- 최영현, "팬데믹 상황에서의 패션제품에 대한 소비자의 인식 변화 분석 - 코로나19 확산의 영향 -", 복식문화연구, 28(3), pp.285~298 (2020), 복식문화학회[DOI]
- (2020)[URL]
- "Dior talks"[URL]
- "Elle B Zhou 2021 S/S collection"[URL]
- 장라윤, "21세기 영상 패션 커뮤니케이션 - 프라다 패션 애니메이션을 중심으로 -", 복식문화연구, 18(6), pp.1318~1330 (2010), 복식문화학회[DOI]
- "Kakao’s deal live" (2021)[URL]
- 강준호, "패션커뮤니케이션에서 표현된 파타포에 관한 연구", 기초조형학연구, 19(4), pp.1~12 (2018), 한국기초조형학회[DOI]
- 김향자, "디지털 패션영상에 나타난 가상성 연구", 한국의류학회지, 39(2), pp.233~246 (2015), 한국의류학회
- 김미현, "인공지능(AI) 패션 스타일링 서비스 ‘스티치 픽스’의 융합 콘텐츠 연구", 한국과학예술융합학회, 38(1), pp.13~24 (2020), 한국전시산업융합연구원[DOI]
- Kim, N. D., (2017), Miraebook
- 김세진, "숏폼 패션영상의 특성과 제작에 관한 연구", 한국의류학회지, 45(1), pp.200~216 (2021), 한국의류학회[DOI]
- Kwon, J. A., "Categorization and characteristics of fashion film", master, pp.2016
- 이지현, "패션커뮤니케이션의 감성 매체로서의 증강현실 특성", 한국디자인포럼, (32), pp.7~20 (2011), 한국디자인트렌드학회[DOI]
- "Lotte department store’s 100 live" (2021)[URL]
- "Paul Smith"[URL]
- "NAVER’s shopping live" (2021)[URL]
- Park, B. Y., "Brand identity represented in fashion film", master, pp.2018
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2019)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- (2020)[URL]
- "Prada mode London"[URL]
- "2020 pre-fall womenswear"[URL]
- 심은희, "글로벌 럭셔리 패션 브랜드의 언택트 패션 커뮤니케이션 연구 - 코로나19 팬데믹 이후를 중심으로 -", 한국패션디자인학회지, 21(1), pp.143~156 (2021), 한국패션디자인학회[DOI]
- 손유경, "프라다 패션 필름에 나타난 브랜드 스토리 특성 연구 - 365 Film을 중심으로 -", 한복문화, 22(4), pp.39~56 (2019), 한복문화학회[DOI]
- "Stitch Fix"[URL]
- 우세희, "디지털 패션쇼 사례분석 및 3D 디지털 패션쇼 제작에 관한 연구", 패션 비즈니스, 17(1), pp.64~80 (2013), 한국패션비즈니스학회