E-girl과 E-boy 패션 이미지에 나타난 디지털 페르소나

• Published in: The Research Journal of the Costume Culture Vol. 28; no. 5; pp. 692 - 704
• Main Authors: 어경진, Kyung Jin Uh
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 31.10.2020
• Subjects: digital persona; e-boy; e-girl; fashion image; gen Z; Z세대; 디지털 페르소나; 생활과학; 이걸; 이보이; 패션이미지; Z
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2020.28.5.692

The aim of this study is to select MLMA and Noen Eubanks as representatives of Gen Z’s unique subculture ‘E-girl’ and ‘E-boy’ to analyze fashion images and determine their meaning through the perspective of persona. To conduct this study, a literature review and case studies were combined and fashion images of E-girl and E-boy appearing on social media were analyzed to identify the personas they expressed. A case study of MLMA and Noen Eubanks’ Instagram and TikTok account posts showed that grotesque, kitsch, and gender-related images stand out. The digital personae demonstrated by E-girl and E-boy fashion images were demonstrated to be a strange persona that reject perfect beauty and a playful persona escaping from reality and anxiety. Lastly persona of individual identity was shown to be formed. This study provides a basis for understanding and interpreting Gen Z’s culture and aesthetics that will lead to future trends. Based on this study, I hope that various studies on E-girl and E-boy apparel will be conducted, and that by understanding the importance of E-girl and E-boy culture for Gen Z (which is paying attention to fashion trends), this can be used as a marketing strategy to consider their characteristics, with data used to inform design development.