총 44페이지

Spotlight Culture
1.CurrentStatus
BrandsJoiningintheY2KFashion
WhenyouthinkofthefashionwhichwasprevalentattheendofthecenturyinKorea,thefirstthingthat
comestomindisthecolorful“NorthFacepaddedcoat.”Thebrandwasonceatrendystatussymbolamong
youngstudents,andtheywouldhavebeggedtheirparentstobuyoneforthem.Astimepassed,itseemed
to disappear into history, being ridiculed as a “spine breaker” brand, which means it was an economic
burden on their parents and eventually broke their parents’ backs over time. However,
fashionbrandsthatwerepopularinthe2000saredeliveringnewsofanewstartoneafter
another.Re-launchedin2019,clothesbrand“Champion”achievedarapidincreaseinsales
lbo
as vintage photo-print shirts based on old catalog products became popular. The global
okI
nko
denim brand “Lee” has also been gaining popularity since its re-launch in 2021, ranking
Ha
10th in the sales rankings of Musinsa, an online shopping mall. Storm, a brand that used
h
ⓒT
Korean stars such as So Ji-seop, Song Seung-heon, and Kim Ha-neul as its models, was
re-launched in July 2021 with the ambition to target the MZ generation with Y2K style.
Inaddition,Nautica,arepresentativebrandofhip-hopfashion,andTrueReligion,which
wasfamousforKoreanactressJeonJi-hyeonwearingitsjeans,alsoparticipatedinthere-
launchprocession.There-emergenceofthesebrandsisasignthatfashionstylesfromthe
2000sareinagreatdemandagain.
▲DuetothereturnofY2Kfashion,
denimbrand“Lee”whichwaspopular
inthe2000srelaunchedin2021.
CelebritiesLeadingY2KFashion
In August 2021, a photo posted by Jennie on Instagram, a member of Korean K-pop girl group
BLACKPINK, announced the splendid return of Y2K fashion. Jennie’s fashion style, wearing an eye-
catchingvelvetjoggingsuitwithcolorfuldetailsandsunglasseswithorangelenses,recalledthescentoffashionin
theearly2000s.TheunconventionalfashionitemswerereminiscentofAmericanentertainer“ParisHilton,”wholeddomesticand
foreignfashioninthepast,andKoreandancesinger“Gilgun,”whowasconsideredasanidolofyoungstudentsinKorea.Itcame
asnostalgiaforthosewhoexperiencedthefashionworldatthattimeandalsogavefreshnesstoGenerationZ.*
On YouTube, videos recalling the emotion of the end of the century became popular. One of the characters featured in the
videos,GilEun-ji,wasgreatlylovedbytheusersinthevideo“Classof2005isBack.”
Itwaspresentedwiththeconceptofrecallingtheemotionsofthelate1990sto2000s
n
lita
on the YouTube channel “Pi sik University,” which posts various comedy videos.
opo
ThecontentsalsosparkedpublicinterestinY2KfashionthatthecharacterGilEun-
osm
ji showed in the videos. Comedian Lee Eun-ji, who acted as Gil Eun- ji, perfectly
ⓒC
demonstratedtheY2Kstyleinthevideowithlargeroundearrings,avelvetjogging
suit, baseball caps from popular brands in the past, and colorful belts covering
the pelvic line, which sparked MZ generation’s interest in Y2K fashion. Korean
dancerRi.hey,whomadeherselfknowntothepublicthroughMnet’sentertainment
programStreetWomanFighter,alsodrewattentionbyactivelydisplayingtheY2K
style. A photo of her wearing a cropped t-shirt showing her waist, wide jogging
pants,andamatchingsmall-sizedbagwasreleasedonInstagram,andherstylewas
▲ThecharacterGilEun-ji,whoappearsinaYouTube
channel‘PisikUniversity”showsthepopular
alsocalledtheessenceofY2Kfashion.
fashionofthe2000ssuchasapinkjoggingsuit,
ballcapandbigroundearrings.
*GenerationZ:Generation Z is the generation born from the mid-1990s to the late 2010s and is a generation that has
beenexposedtoandfreelyusedinformationtechnologysincetheirchildhood.
13
APRIL 2022

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