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A case study of the use of Greek goddess imagery in contemporary fashion brands KCI 등재
현대 패션브랜드에 표현된 그리스 여신 이미지 활용에 대한 사례연구
pp.36-52
This study examines the reinterpretation and application of imagery from Greek goddesses in modern fashion brands, focusing on symbolic meaning and design strategies. Using qualitative case studies of selected global luxury and outdoor fashion brands, it analyzes four goddess archetypes—Hera, Aphrodite, Athena, and Artemis— and examines how their mythological attributes are translated into modern fashion expressions and brand identities. Hera embodies authority and order, is reflected in luxury fashion through structured silhouettes, refined tailoring, and classical aesthetics that emphasize dignity and formality. Aphrodite symbolizes beauty and sensuality through designs that highlight the body, use fluid materials, and express femininity, reframing sensuality as an empowered form of self-representation. Athena, embodying wisdom and martial strength, is reinterpreted as the image of the intelligent and autonomous modern woman through architectural silhouettes, armor-inspired details, and a restrained yet powerful visual language. In contrast, Artemis represents nature, independence, and guardianship, reflected in outdoor fashion brands through sustainability-driven practices, functional design, and ethical management instead of explicit visual symbols. The findings indicate that contemporary fashion brands selectively adapt mythological archetypes fit brand values, consumer identities, and broader socio-cultural discourses, including feminism and sustainability. This study contributes to fashion and cultural studies by demonstrating the continued relevance of ancient mythological symbolism in contemporary fashion branding.
Ⅰ. Introduction
Ⅱ. Theoretical Background
1. Greek mythology and brands
2. Images and symbolism of goddesses in Greekmythology
Ⅲ. The Use of Greek Goddess Imagesin Fashion Brands
1. Hera
2. Aphrodite
3. Athena
4. Artemis
Ⅳ. Conclusion
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