마린 세르 인스타그램에 나타난 지속가능한 패션콘텐츠의 특성 = Characteristics of Sustainable Fashion Design in Marine Serre’s Instagram

다국어 초록 (Multilingual Abstract)

The climate crisis and the accelerating digital transformation have posed critical challenges to the contemporary fashion industry, notably in the domains of sustainability and digital communication. In response, this study aims to analyze the social media content of Marine Serre, a sustainable fashion designer brand, and identify the distinct characteristics of sustainable fashion content. After collecting 311 fashion contents posted from January 1, 2022 to November 30, 2024, they were classified based on five sustainability attributes (environmental, economic, ethical, traditional, and originality) derived from previous studies. Each post was coded in three layers of 'design-content-format' to analyze the frequency and pattern in a qualitative and quantitative mixing method. As a result of the study, (1) environmentality accounted for the highest proportion, and the material sustainability centered on redesign, information-oriented text, and static image formats were repeated. (2) The economic type combined multi-function design, practical information, and refined image format. (3) As for the ethics type, the text-based narrative emphasizing the social value narrative stood out. (4) The tradition type induced immersion by combining handcrafted design with emotional phrase and video. (5) The original type realized a high-level aesthetics with an image and emotional message emphasizing artistic experimentation and scarcity. Overall, the consistent combination structure between 'design-content-form' was repeated by type, confirming that the brand strategically visualized sustainable values. This study will provide academic data for the systematization of fashion content that previous studies have not captured to grasp practical implications for sustainable practice, a paradigm in the modern fashion industry, and aspects of sustainable fashion culture formed in social media. However, there are limitations in generalization and securing intra-code reliability through a single brand and single coder analysis.