ABSTRACT

As fashion has concentrated increasingly on inner values, it has become more directly connected with human life and society. This study analyzed anti-fashion, a movement that resists mainstream society and culture, which it views as causing inner conflicts such as competition, mammonism, consumerism, and egoism by fixating solely on the pursuit of growth and improvement. The study examined Kinfolk, an independent lifestyle magazine, to determine the essential values and principles that comprise this movement’s refusal of mainstream modern society. The analysis of Kinfolk identified the following characteristics of, the Kinfolk lifestyle: essentialism, nature-friendliness, retro sensibilities, socio-ethical awareness, and diversity. Essentialism refers to the pursuit of essence, brevity, innovation based on tradition and slow life. Nature-friendliness involves communion with nature and humanity, animal-friendliness, de-industrialization, de-urbanization, and nomadic behavior. The components of the retro sensibility include nostalgia, and interests in vintage culture, and handcrafts. Diversity encompasses commonplaceness, various subcultures, agelessness, genderlessness, acceptance of other cultures, and new understanding. The analysis identified the tendencies of anti-fashion in Kinfolk magazine as simplicity, naturalism, resistance to novelty, ethics, and inclusiveness. Anti-fashion pursues the essential values of human life that have been lost or forgotten in modern society. It is important to pay constant attention to the values of minority, non-mainstream and indie cultures that represent anti-fashion. It exerts considerable influence and has great potential as an area for the development of various style-based paradigms rather than as a single fashion direction.

KEYWORD

anti-fashion, Kinfolk, lifestyle

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