Characteristics of Expression in Sportmax’s Denim Culture Project

The purpose of this study is to examine Sportmax"s denim culture project and analyze the expressive characteristics reflected in their works. The research method includes a literature study on the changes and characteristics of denim fashion, an analysis of denim works used in various art fields, and a case study on six projects conducted by Sportmax from 2019 to 2022. The research findings are as follows: The first project focused on Genoa denim, a symbol of Italian denim, and expressed the image of a modern woman with a sporty sensibility. Fashion influencer Andy Torres suggested mix-and-match styling of denim fashion. Joan Thiele is deeply influenced by the Italian pop music of the 1950s and 1960s. Her music beautifully expresses the harmonious relationship between music and fashion, with costumes that showcase vibrant colors and volume. Franco Fontana transforms his photographic works into moving pieces of art by using them as clothing panels. Fashion model Soo Joo puts a modern twist on the style of the 1920s, infusing it with avant-garde energy and challenging existing conventions. Lauren Luloff skillfully captures the essence of natural scenes through her use of vibrant colors and abstract prints. The denim culture project mentioned above has expanded the symbolic meaning of denim, which includes youth, practicality, popularity, and resistance, into different cultural and artistic domains. What makes it significant is its ability to combine the image of women pursued by the brand with denim, resulting in new innovation and creativity.