Abstract

This article focuses on the phenomenon in which fashion functions as play in digital media. It delves deeper than fashion’s functional purposes of decoration or physical protection and examines its emergence as an independent tool for creating play culture. This article discusses the four characteristics of play in the context of the digital space—free activity, departure from space–time, pretending, and order—then applies each characteristic based on the marketing strategies of fashion brands and social media culture. These representative topics include the pretending multi-persona, a fashion meme based on social media, voluntary play in a brand platform, and sensory expansion and departure from space–time through brand experience. This article highlights contemporary fashion as a tool for play that also functions to satisfy one’s high-order desires, such as self-expression, with digitalized clothing, having fun and getting extended sensation with a brand in any time or space, and adding a layer of emotion through social interaction in digital space. This suggests that fashion, in itself an aesthetic object in everyday life, can enhance the characteristics and values of play, when applied in the digital space.

摘要

本文重点讨论时尚在数字媒体中充当游戏的现象。它比时尚的装饰或物理保护的功能目的更深入地探讨，并审视了它作为创造游戏文化的独立工具的出现。本文讨论了数字空间背景下游戏的四个特征——自由活动、脱离时空、假装和秩序——然后根据时尚品牌和社交媒体文化的营销策略应用每个特征。这些代表性话题包括假装多重人格、基于社交媒体的时尚模因、品牌平台的自愿游戏、品牌体验带来的感官扩展和时空脱离等。本文强调当代时尚作为一种游戏工具，也可以满足一个人的高阶欲望，例如通过数字化服装来表达自我，在任何时间或空间中享受品牌的乐趣和延伸的感觉，并增加一个层次通过数字空间中的社交互动来表达情感。这表明时尚本身就是日常生活中的审美对象，当应用于数字空间时，它可以增强游戏的特征和价值。