| Abstract |
| This study aims at defining the role of Fashion Creative Director who has been ranked above in the fashion organization these days. Fourteen exemplary fashion houses were selected through the basic research, and literature review and case study were conducted for analysing fashion CD.
For the result of the study, Creation and communication regarding aesthetic sensibility were discussed as the main roles of Fashion CD.
First, the role of Fashion CD as a creator was discussed. The study divided the role as a creator into `the succession of brand identity` and `brand extension`. Fashion CD should inherit the house`s identity and develop it in modern way. The study discussed two different cases for succeeding brand identity which could be illustrated `the succession through reinterpretation of tradition` and `the succession through innovation and shock`. Brand extension, another role as a creator was discussed with successful creation of various lines.
Second, the study also analysed the role of Fashion CD as a communicator. Fashion CD should be in charge of brand sign system -logo, label, package, shop interior- and traditional communication -advertisement, public relations, web site- which embody brand ethics and aesthetics. |
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| Key Words |
| 패션 크리에이티브 디렉터, 크리에이터, 커뮤니케이터, Fashion Creative Director, Creator, Communicator |
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