A case study on fashion design analysis applying Greimas’ model for the generative trajectory of meaning

ABSTRACT The purpose of this study is to analyse the cultural meanings embedded in Korean fashion designers’ works and broaden the scope of fashion design analysis methods by applying Greimas’ model for the generative trajectory of meaning. Greimas’ model is built on three levels: deep level, surface level, and expression level. To conduct the study, 11 Korean fashion designers were selected and 1324 of their designs were analysed. First, the seme analysis at the expression level was conducted. Second, at the surface level, the episememes were drawn. At the deep level, aesthetic features of episememes resulted in the extraction of sublimity and humour analysed from most of the Korean fashion designers’ works. Mut was interpreted as a cultural meaning embedded in the sublimity and humour of the Korean fashion designers’ works.