국내 라이선스 패션 잡지에 나타난 한복 이미지 -후기식민주의 관점을 중심으로-

In the fashion industry, cultural borrowing—often championed for promoting diversity—is notably prevalent in the editorials of fashion magazines. However, when scrutinized through a postcolonial lens, this practice reveals a tendency to reinforce Western power structures. This study focuses on instances of orientalism and cultural appropriation within editorials featuring Hanbok in domestic licensed fashion magazines, examining the implications of such instances. The findings reveal three key aspects: first, the creation of a sensual female image intertwining sexual fantasies about Asian women with enigmatic Hanbok aesthetics; second, the utilization of traditional culture, including Hanbok, in luxury fashion’s premiumization strategies, thereby perpetuating stereotypical images through self-exoticization; and third, a decontextualization trend that presents traditional cultures and Hanbok from diverse origins together, irrespective of context. This research contributes to the literature by addressing postcolonialism and cultural appropriation, specifically offering insights into the media’s role in the modernization of traditional culture in the long term.