STREETWEAR FASHION'S TRANSFORMATION FROM 2017

TO 2022 REPRESENTED BY KANYE

WEST'S FASHION STYLE

UNDERGRADUATE THESIS

Submitted as Partial Fulfillment of the Requirements to Obtain

Sarjana Sastra Degree of English literature Department
in Faculty of Literature, Culture and Communication
Universitas Ahmad Dahlan

By
YENNY SARDI
1900026133

ENGLISH LITERATURE DEPARTEMENT

FACULTY OF LITERATURE, CULTURE, AND COMMUNICATION
UNIVERSITAS AHMAD DAHLAN
2024
APPROVAL PAGE

ii
RATIFICATION PAGE

iii
STATEMENT OF WORK ORIGINALITY

iv
PERNYATAAN

v
Lampiran 1

PERNYATAAN TIDAK PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Yenny Sardi
NIM : 1900026133
Email : yenny1900026133@webmail.uad.ac.id
Fakultas : Sastra, Budaya, dan Komunikasi
Program Studi : Sastra Inggris
Judul Tugas Akhir : STREETWEAR FASHION’S TRANSFORMATION
FROM 2017 TO 2022 REPRESENTATED BY KANYE
WEST’S FASHION STYLE
Dengan ini menyatakan bahwa:
1. Hasil karya yang saya ini adalah asli dan belum pernah diajukan
untukmendapatkan gelar kesajanaan baik di Universitas Ahmad Dahlan
maupun di institusi pendidikan lainnya.
2. Hasil karya saya ini bukan saduran/terjemahan melainkan merupakan gagasan,
rumusan, dan hasil pelaksanaan penelitian/implementasi saya sendiri, tanpa
bantuan pihak lain, kecuali arahan pembimbing akademik dan narasumber
penelitian.
3. Hasil karya saya ini merupakan hasil revisi terkahir setelah diujikan yang telah
diketahui dan disetujui oleh pembimbing.
4. Dalam karya say aini tidak terdapat karya atau pendapat yang telah ditulis atau
dipublikasikan orang lain, ecuali yang digunakan sebagai acuan dalam naskah
dengan menyebutkan nama pengarang dan dicantumkan dalam daftar pustaka.
Pernyataan ini saya buat dengan sesungguhnya. Apabila di kemudian hari terbukti
ada penyimpangan dan ketidakbenaran dalam pernyataan ini maka saya bersedia
menerima sanksi akademik berupa pencabutan gelar yang telah diperoleh karna
karya saya ini, serta sanksi lain yang sesuai dengan ketentuan yang berlaku di
Universitas Ahmad Dahlan.
Yogyakarta, 30 Mei 2024

Yenny Sardi
1900026133

vi
Lampiran 2

PERNYATAAN PERSETUJUAN AKSES

vii
 ACKNOWLEDGEMENT

All praises are due to Allah SWT, the Most Beneficent, and Most Gracious.
The writer testifies there is no God but Allah, and testifies that Muhammad SAW
is His messenger. Without His power and help, the writer is not able to accomplish
this undergraduate thesis.
The writer thanks to all people that support her in finishing this research and
especially to Mrs. Ulaya Ahdiani, S.S., M.Hum. for her dedications, advices,
supports, and guidance with all her patience so that the researcher is able to
accomplish this undergraduate thesis.
In accomplishing this thesis, the researcher is grateful to many people who
helped her. Therefore, she would like to say her great thanks to:
1. Her beloved parents Ibu and Bapak for their infinite love, support and prayers.
2. Prof. Dr. Muchlas, M.T. as the rector of Universitas Ahmad Dahlan.
3. Wajiran, S.S., M.A., Ph.D, as the Dean of Faculty of Literature, Culture, and
Communication of Universitas Ahmad Dahlan.
4. Dani Fadillah, S.I.Kom., M.A, as the Vice Dean of Faculty of Literature,
Culture, and Communication of Universitas Ahmad Dahlan.
5. Drs. Maftukhin, M.Hum, Head of English Literature Department Faculty of
Literature, Culture, and Communication of Universitas Ahmad Dahlan.
6. All the lecturers of English Department, Faculty of Literature, Culture, and
Communication of Universitas Ahmad Dahlan.
7. All the employees of Ahmad Dahlan University who helped her in
administration affairs and all the librarians who helped his in looking for the
references.
8. My family who always give me support and advice to researcher.
9. Her friends of English Literature Department class of 2019.
10. All of her friends in Universitas Ahmad Dahlan.

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 Finally, the researcher is aware that this thesis is far from perfection.
Therefore, any suggestions to make this thesis better are welcomed. The researcher
hopes that this research will give contribution to develop English studies and can
be continued in the future.

Yogyakarta, May 30TH 2024

Yenny Sardi

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 MOTTO

“And he found you lost and guided you.”

(QS. [93] Ad-Duha :7)

“Focus on your actions, not the outcome. It is all you can control”
(Liu Kang “Mortal Kombat 1”)

“Even the smallest step forward is progress. Keep moving forward.”

(Yoon Jaehyuk – Treasure)

x
 DEDICATION PAGE

This undergraduate thesis researcher dedicated to:

Allah SWT and Rasulullah SAW. All praise is due to Allah SWT, and may peace
and blessing be upon His servant and Messenger, Rasulullah Muhammad SAW.
Aamiin.

My greatest parents. Your unwavering support, encouragement, and sacrifices

have been the foundation upon which my academic journey rests. You have
believed in me when I doubted myself, and your love has been a constant source
of strength.

My oldest sister and oldest brother. Your support in my life has been a blessing
beyond measure. Thank you for your understanding, your encouragement, and for
always being there to share both the challenges and the joys of this journey.

My friend especially to Ana, Bella, Revy, Wulan. Your presence in my life has
been a source immeasurable joy and strength. In moments both big and small,
your friendship has been my greatest treasure. The support and the memories
we’ve shared. Thank you for being truest companions on this journey.

My closest person, Lucis. Thank you for always be my side whenever the struggle
comes, whenever some things went south, you always be there to make me calm
and make sure everything will be fine and everything will be done perfectly in due
time. Without you, without your existence, your support, your words, I probably
would not be here. Only you and I know how hard this journey for me mentally
yet you always be there and always making me sure & believe this will all be
done soon and I can’t give up just yet. Thank you so much.

Thank you for being a part of the researcher’s life, bringing added richness and
depth. The closest friends, acknowledged on the acknowledgment page, hold a
special place in the researcher's heart. Your presence has deeply impacted their
journey, and for that, they are profoundly thankful.

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 TABLE OF CONTENT

TITLE PAGE………………………………………………………………….….i
APPROVAL PAGE .............................................................................................. ii
RATIFICATION PAGE...................................................................................... iii
STATEMENT OF WORK ORIGINALITY ..................................................... iv
PERNYATAAN ......................................................................................................v
PERNYATAAN TIDAK PLAGIAT .................................................................. vi
PERNYATAAN PERSETUJUAN AKSES ...................................................... vii
ACKNOWLEDGEMENT ................................................................................. viii
MOTTO ..................................................................................................................x
DEDICATION PAGE.......................................................................................... xi
TABLE OF CONTENT ...................................................................................... xii
ABSTRACT ........................................................................................................ xiv
CHAPTER I INTRODUCTION...........................................................................1
A. Background of Choosing the Subject .............................................................1
B. Problem Formulation ......................................................................................4
C. Objectives of the study ...................................................................................5
D. Scope of the study...........................................................................................5
E. Review of Related Studies ..............................................................................6
F. Method Research ............................................................................................7
1. Data and Source of Data ..............................................................................8
2. Method and Technique of collecting data ....................................................8
3. Method and Technique of Analyzing Data ..................................................9
G. Significance of The Study ............................................................................11
H. Presentation ..................................................................................................12
CHAPTER II THEORETICAL FRAMEWORK ............................................14
A. Theoretical Approach ...................................................................................14
1. Cultural Approach/Studies .........................................................................14
2. Semiotics Approach ...................................................................................16
B. Theoretical Framework.................................................................................17
1. Popular Culture Theory ..............................................................................18
2. Streetwear...................................................................................................19
3. Fashion Culture ..........................................................................................22
4. Roland Barthes' Semiotic ...........................................................................24
CHAPTER III ANALYSIS .................................................................................27
A. Result ............................................................................................................27

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 B. Discussions ...................................................................................................42
1. The Developments of Streetwear Represented by Kanye West’s Fashion
Style ...............................................................................................................42
2. The Role of Kanye West in Shaping Popularizing Streetwear ..................52
3. Symbolizations in Streetwear Fashion between 2017 to 2022 ..................54
CHAPTER IV CONCLUSION AND SUGGESTION .....................................60
A. Conclusion ....................................................................................................60
B. Suggestion ....................................................................................................61
BIBLIOGRAPHY ................................................................................................62
APPENDICES .....................................................................................................62

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 ABSTRACT

Over the past decade, streetwear has shifted from a subculture to a major
fashion trend, with Kanye West playing a significant role. This research focuses on
analyzing the evolution of streetwear fashion, particularly emphasizing Kanye
West's impact. It aims to study the changes in streetwear fashion, reflecting Kanye
West's evolving style during this period. Additionally, the research aims to examine
Kanye West's contributions as an American artist in shaping and promoting
streetwear trends from 2017 to 2022. Furthermore, it seeks to explore the
symbolization concepts emerging within streetwear fashion during this timeframe.

This research adopts both cultural and semiotic approaches to understand

streetwear fashion's transformation. The methodology includes literature review,
content analysis, and visual analysis. Literature review establishes streetwear's
conceptual framework and Kanye West's role. Content analysis explores public
perceptions of Kanye West, while visual analysis tracks his design evolution. This
multi-method approach offers comprehensive insights into streetwear's cultural
significance and Kanye West's influence.

The result of this research shows from 2017 to 2022, streetwear, epitomized
by Kanye West, underwent a notable shift towards high-end fashion, blending brand
prestige with urban culture influences. West's collaborations with Adidas and
Balenciaga, along with his Yeezy brand, played a pivotal role. His style not only
advanced fashion but also served as a platform for cultural expression, reflecting
values of freedom, innovation, and courage. Symbolizations in streetwear
emphasized inclusivity, creativity, and authenticity, pushing boundaries and
blurring conventions. Overall, streetwear mirrored social dynamics, fostering
innovation and embracing diverse identities.

Keywords: Streetwear Fashion, Kanye West, Fashion Culture, Represented

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