Hyper-Reality of Fashion Consumption by the Millennials in Malang Towards the Hypebeast Phenomenon Related to Streetwear Product Consumption

Aditya Setyawan

Abstract

Fashion is a means of communication and an identity. As a means of communication, fashion conveys a nonverbal artifactual message. The hypebeast phenomenon as well as streetwear product consumption starts to bloom in Indonesia, especially in Malang. It influences decisions that millennials in Malang make in purchasing branded streetwear products. This study was conducted in order to explore as well as understand what the hyper-reality of the millennial male is in understanding the hypebeast phenomenon and the brand of streetwear they buy as well as the exchanged values. The finding of this study is the existence of hyper-reality constructed by the millennials in interpreting the consumption of branded streetwear products: that they have pseudo-power while wearing branded streetwear products. Such hyper-reality is related to social values exchanged in the form of identity, confidence, power, and satisfaction

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Paper Citation


in Harvard Style

Setyawan A. (2017). Hyper-Reality of Fashion Consumption by the Millennials in Malang Towards the Hypebeast Phenomenon Related to Streetwear Product Consumption.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 5-10. DOI: 10.5220/0007323400050010


in Bibtex Style

@conference{ipcomc17,
author={Aditya Setyawan},
title={Hyper-Reality of Fashion Consumption by the Millennials in Malang Towards the Hypebeast Phenomenon Related to Streetwear Product Consumption},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={5-10},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007323400050010},
isbn={978-989-758-337-7},
}


in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Hyper-Reality of Fashion Consumption by the Millennials in Malang Towards the Hypebeast Phenomenon Related to Streetwear Product Consumption
SN - 978-989-758-337-7
AU - Setyawan A.
PY - 2017
SP - 5
EP - 10
DO - 10.5220/0007323400050010