KOREASCHOLAR

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.

Abstract
I. Introduction
Ⅱ. Background
    1. Notion of persona
    2. Digital space and persona
    3. Definition of E-girl and E-boy
Ⅲ. Fashion Image in E-girl and E-boy
    1. Grotesque image
    2. Kitsch image
    3. Genderless image
Ⅳ. Digital Personain E-girl and E-boy Fashion Images
    1. A strange persona that rejects perfect beauty
    2. A playful persona from escape of reality andanxiety
    3. Persona pursuing individual identity
Ⅴ. Conclusion
References

• Kyung Jin Uh(연성대학교 패션디자인비즈니스과) | 어경진 Corresponding author