“Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)

@article{ART002656032},
author={ 박진경 and Panawan Thanommongkol },
title={“Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)},
journal={Acta Koreana},
issn={1520-7412},
year={2020},
volume={23},
number={2},
pages={79-104},
doi={10.18399/acta.2020.23.2.004},
url={http://dx.doi.org/10.18399/acta.2020.23.2.004}

TY - JOUR
AU - 박진경
AU - Panawan Thanommongkol
TI - “Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)
T2 - Acta Koreana
PY - 2020
VL - 23
IS - 2
PB - 계명대학교 한국학연구원
SP - 79-104
SN - 1520-7412
AB - In this paper, we examine the transformation of women’s fashion in 1970s and 80s South Korea by analyzing the images and narratives of unisex clothing in print media. During the industrialization, modernization, and Westernization of South Korean society in the postwar period, women’s fashion underwent tremendous change. Korean society witnessed women’s daily clothes shifting from traditional hanbok 韓服 to simplified Western clothes (kansobok 簡素服) to unisex/androgynous styles. Fashion items such as pantalons, jeans, shirts, tailored jackets and suits, casual office wear, and neckties, conventionally identified as men’s wear, became wardrobe choices for women. One explanation for this is that these changes took place as a result of the influence of South Korean state policy and the national reconstruction movement to simplify women’s dress codes for the sake of economization. However, a closer investigation of the narratives of unisex clothing reveals the impact of feminist movements, a robust youth culture, and young women’s own desire to achieve gender equality and active social participation. Women’s choice of unisex styles came to be viewed as “the era of de-feminized culture: shock of daughters” (t’al yǒsǒng munhwa sidae: ttaltŭl ŭi ch’unggyŏk). There was increased social pressure to reinforce the existing gender-binary system in the face of gender-blurring styles or what was seen as the masculinization of women. Women’s cultural expressions of power, freedom, consumer choices, and modernity, nonetheless, became manifested through their fashion choices. By shedding light on the emergence of unisex clothing in South Korean modernity, this study ultimately seeks to undermine our view of the West as the epicenter of fashion and beauty and urges us to imagine alternative histories and spaces of fashion and bodily aesthetics.
KW - fashion, unisex clothing, beauty, South Korean modernity, women’s consumption
DO - 10.18399/acta.2020.23.2.004
UR - http://dx.doi.org/10.18399/acta.2020.23.2.004
ER -

박진경 and Panawan Thanommongkol (2020). “Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s). Acta Koreana, 23( 2), 79- 104.

박진경 and Panawan Thanommongkol . 2020, ““Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)”, Acta Koreana, vol. 23, no. 2, pp. 79-104. Available from: doi:10.18399/acta.2020.23.2.004

박진경 Panawan Thanommongkol et al. ““Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)” Acta Koreana 23.2 pp. 79-104 (2020): 79.

박진경 , Panawan Thanommongkol . “Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s) Acta Koreana [Internet]. 2020; 23( 2), : 79-104. Available from: doi:10.18399/acta.2020.23.2.004

박진경 and Panawan Thanommongkol . ““Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)” Acta Koreana 23, no.2 (2020): 79-104. doi: 10.18399/acta.2020.23.2.004

홈 권호 목록 논문 목록 논문 상세

“Shock of Daughters”: Fashion, Unisex Style, and Gender Politics in South Korean Media (1970s-1980s)

Acta Koreana

약어 : -

2020, vol.23, no.2, pp.79 - 104

DOI : 10.18399/acta.2020.23.2.004

발행기관 : 계명대학교 한국학연구원

연구분야 : 기타인문학

박진경¹ , Panawan Thanommongkol²

¹한국외국어대학교

²independent scholar

인용한 논문 수 : - 서지 간략 보기

초록

In this paper, we examine the transformation of women’s fashion in 1970s and 80s South Korea by analyzing the images and narratives of unisex clothing in print media. During the industrialization, modernization, and Westernization of South Korean society in the postwar period, women’s fashion underwent tremendous change. Korean society witnessed women’s daily clothes shifting from traditional hanbok 韓服 to simplified Western clothes (kansobok 簡素服) to unisex/androgynous styles. Fashion items such as pantalons, jeans, shirts, tailored jackets and suits, casual office wear, and neckties, conventionally identified as men’s wear, became wardrobe choices for women. One explanation for this is that these changes took place as a result of the influence of South Korean state policy and the national reconstruction movement to simplify women’s dress codes for the sake of economization. However, a closer investigation of the narratives of unisex clothing reveals the impact of feminist movements, a robust youth culture, and young women’s own desire to achieve gender equality and active social participation. Women’s choice of unisex styles came to be viewed as “the era of de-feminized culture: shock of daughters” (t’al yǒsǒng munhwa sidae: ttaltŭl ŭi ch’unggyŏk). There was increased social pressure to reinforce the existing gender-binary system in the face of gender-blurring styles or what was seen as the masculinization of women. Women’s cultural expressions of power, freedom, consumer choices, and modernity, nonetheless, became manifested through their fashion choices. By shedding light on the emergence of unisex clothing in South Korean modernity, this study ultimately seeks to undermine our view of the West as the epicenter of fashion and beauty and urges us to imagine alternative histories and spaces of fashion and bodily aesthetics.

키워드

fashion, unisex clothing, beauty, South Korean modernity, women’s consumption

참고문헌(46)

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