WEAR TRADITIONAL CLOTH AS “BEKAIN” TERM FASHION TRENDS ON REMAJA NUSANTARA INSTAGRAM IN 2020 - 2021

• Main Author: Aninda, Nafisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77121
• Institution: Institut Teknologi Bandung

Fashion is a social phenomenon and a lifestyle that is closest and constantly changing in society. This phenomenon is easily present because of the desire to always be at the forefront of style and taste. Berkain phenomenon that is present on social media is one of the fashion phenomena that is being used by young adults as a manifestation of Indonesian cultural identity by using traditional textiles. Research related to phenomena and trends draws heavily from consumption patterns, communication and other fields in general, but trend research related to fashion phenomena in society and research related to future fashion trends has so far not been found in Indonesia. The objective of this research is to try to show the background of berkain trend on social media and formulate the factors that cause fashion trends on social media. The analysis was carried out using a qualitative approach with netnographic methods and content analysis with trend analysis. The netnographic method tries to open data from social media on the cloth phenomenon and analyzes the content to describe the content on Instagram Swaragembira and Remaja Nusantara. This research resulted in several findings including the following: the background of cloth ideas on Instagram and trend cycles on Instagram for Teenagers Nusantara; Factors that influence the phenomenon of cloth trends in internal social media and external social media