KOREASCHOLAR

The aim of this study was to reveal the modern succession and reinterpretation of brand identity through the case of Balenciaga design presented by Demna Gvasalia through a review of the literature, design collection, and design review analysis. The design collection analysis was conducted from 2016 F/W to 2020 F/W, when Demna Gvasalia commenced responsibility for the Balenciaga collection. A total of 12 articles from overseas fashion magazines and newspapers were analyzed. A modern reinterpretation of Demna Gvasalia’s Balenciaga design is as follows. First, he introduced luxury mode to reflect a sense of the times and introduced luxury street looks based on street and sports sensibilities, showing various styles without specific concepts. Second, by sharing universal sensibilities based on pragmatism, he proposed an easy-to-wear outfit for daily life to demonstrate the everydayness of fashion. Third, as a new exploration of traditional structural beauty, the design of Cristobal Balenciaga was reinterpreted through the conversion of items, overlapping outfits, and the introduction of high-tech technologies. Fourth, by taking a conceptual approach to fashion, he has renewed the spirit of experimentation and modernity shown by Cristobal Balenciaga. Fifth, with the presentation of a new icon, new styles of sneakers such as Triple S and Speed Runner are presented as new icons. He inherited the original mindset and creative approach of the house's founder, Cristobal Balenciaga, and reinterpreted it from a contemporary street sensibility and pragmatic perspective.

Abstract
I. Introduction
II. Cristobal Balenciaga’s Design
    1. Cristobal Balenciaga’s design
    2. Design characteristics of Cristobal Balenciaga
III. Demna Gvasalia’s Design for Balenciaga
    1. Designer Demna Gvasalia
    2. Analysis of Demna Gvasalia’s Balenciaga collection
    3. Design characteristics of Demna Gvasalia’s Balenciaga
Ⅳ. Modern Succession and Reinterpretation of Balenciaga Design by Demna Gvasalia
    1. Lux mode representing the sense of era
    2. Universal sensibilities based on pragmatism
    3. Exploration of structural beauty of brand archive
    4. Deconstructive and conceptual approach to fashion
    5. Reinterpretation of Balenciaga house heritageand presentation of new icon
V. Conclusion
References

• Jiyoung Kim(충북대학교 의류학과) | 김지영
• Hyosun An(이화여자대학교 의류산업학과) | 안효선 Corresponding author