Mix mod with mad, shake with color and, voila, you have kitsch

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Mix mod with mad, shake with color and, voila, you have kitsch

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A model dressed in kitsch style with a handbag keyring in the shape of a dogbone and a pair of heart-shaped sunglasses. [JoongAng Ilbo]

During the Puchon International Fantastic Film Festival last month, the cameras flashed for Chang Mi-hee, 49, a veteran Korean actress, as she posed on the red carpet. Many fans were amazed by her unique outfit.
Chang was wearing an unconventional outfit. It seemed like she had nothing on inside the jacket except for what looked like a brassiere. Some frowned and said that Chang was out of her mind to wear such a revealing outfit in public.
Was she really being eccentric? Yes and no.
In fact, Chang wasn’t being rude or disrespectful to the public. What she was really wearing inside the jacket was a skin-colored t-shirt with a black brassiere print, made by Belgian fashion designer Martin Margiela, who is known for his edgy, progressive designs. For Chang the outfit was as safe as it was daring.
Like Chang, an increasing number of people are looking for one-of-a-kind fashion items to express themselves. One movement which has been resurrected in regards to this trend is kitsch.
Derived from the German word “kitschen,” meaning “to gather or collect garbage,” the term was widely used in 1870s Germany by artists referring to illegal or poor quality products.
But the word has a different nuance today. It no longer refers to counterfeit goods or a cheap gadget. Rather, it has become a popular arts genre. This new kitsch culture has broken away from conventional arts and is not restricted by fixed rules.
This term, especially in the Korean fashion world, has come to mean trends and items which defy the demands of chic or luxury and opt instead for a whimsical or unconventional statement.

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Two Louis Vuitton bags decorated with kitsch motifs. The watch and the sunglasses are examples of popular kitsch items. [JoongAng Ilbo]

“The kitsch look is far from being unfashionable,” said Kim Jung-hee, the head of Samsung Fashion Institute. “An ajumma [a Korean word for housewife] dressed in an Eton collared trenchcoat, wearing oversized sunglasses, with her head covered by a polka-dotted kerchief is often the symbol of an outdated form of 1970s style.”
Kitsch fashion differentiates its wearer from others with its use of wit and humor.
For example, coordinating a short dress with a large watch would be kitsch. Or combining the dress with a rectangular bag that looks like a lunchbox could also be called kitsch. Having a robot or dog-bone shaped key chain hooked onto the bag makes the style even more kitsch.
“Unexpected items are what make the kitsch look so trendy today,” said Professor Hong In-soo from Esmod Seoul, Korea’s leading fashion school. “But remember to wear just one or two accessories and not to overindulge.”
Now that the kitsch look has become popular, the fashion industry is busy updating their inventory to capitalize upon the theme.
This move seems to be universal. While the vintage-inspired look has been mixed into fashion trends for quite some time, the “it” items this year have a classic-yet-quirky appearance. For example, in the United States, Ray-Ban has reissued its Wayfarers, worn in the past by celebrities including Audrey Hepburn. This time around, the classic frame is being worn by young fashionistas including Chloe Sevigny and the Olsen twins in eye-popping colors like red and white.
Gmarket, Korea’s leading e-commerce marketplace, is selling kitsch like hotcakes. It has more than 100 kitsch products registered including clothing in primary colors or knitwear with holes. There are also fishnet stockings in vibrant colors like red, purple or pink.
“Until a few years ago, the kitsch look was not part of mainstream Korean fashion,” said Lee Ae-ri, the head of Gmarket’s fashion department. She added, “Only people with a mania for retro pursued such look.”
But as Korean consumers have become more independent, the look has won a strong following. A celebrity buzz has also helped with actresses like Gong Hyo-jin and Kim Min-hi adopting the look. “Kitsch has become one of the leading fashion codes,” Lee said.
In the first six months of this year there has been a 15 to 20 percent increase in the sale of kitsch items at Gmarket.
Lee Hyun-joo, the owner of a Gmarket shop named “Kitsch Pop” also experienced the increased popularity of kitsch items. “I can see the increased demand for kitsch items in my sales,” she said. “Day by day, there is an increase in the sales.”
The forerunners of this trend are luxury fashion houses like Louis Vuitton and Prada, who recently launched animal and robot-shaped key chains. “Luxury brands launched some kitsch items targeting the younger generations,” said Kim, “Younger people love them.”


By Ghang Seung-min JoongAng Ilbo /Lee Eun-joo Contributing Writer [estyle@joongang.co.kr]
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