마린 세르(Marine Serre) 브랜드 유튜브 채널의 ‘Processes’ 콘텐츠 특성 연구 -지속 가능 패션디자인을 중심으로- = A Study on the Brand Characteristics of Marine Serre’s ‘Processes’ Content -Focusing on Sustainable Fashion Design-

다국어 초록 (Multilingual Abstract)

This study analyzes how the brand Marine Serre represents sustainable fashion through the Processes content on its official YouTube channel. The research methodology combines a literature review of sustainable fashion design and digital fashion content with case study analysis. The analysis focused on videos in the Processes series labeled “Regenerated” on Marine Serre’s official YouTube channel. After excluding duplicated or repetitive production-process videos, 59 videos were selected. The study analyzed how the videos depict the use of recycled materials, visualize production processes, express deconstruction and reconstruction, and reveal production labor. The findings indicate that Marine Serre visually represents sustainability by reconstructing deadstock fabrics and recycled materials, expresses an experimental aesthetic by deconstructing and recombining different materials and structures, and conveys its authenticity and production philosophy by exposing unorganized workspaces and handcraft-centered production processes. Notably, Marine Serre reveals production labor, time, and the circulation structure of recycled materials, thereby visualizing sustainability as a tangible process rather than merely an eco-friendly image. Therefore, Marine Serre’s Processes content functions not simply as promotional fashion videos but as brand content that communicates the values and identity of sustainable fashion, and this study extends existing sustainable fashion research into the field of digital video content. The findings suggest that digital video content can serve as an effective medium for communicating sustainability and enhancing brand transparency. This study provides academic and practical implications for understanding how fashion brands construct and communicate sustainable values in the digital era.