A Estética Y2K no design gráfico contemporâneo: um estudo de caso do grupo NewJeans

Abstract

The Y2K aesthetic, which marked the turn of the millennium, constitutes a set of distinctive visual elements that permeated fashion, audiovisual media, and graphic design in the early 2000s. This qualitative research aims to analyze the manifestation of the Y2K aesthetic in the field of graphic design, identifying its visual characteristics and dominant elements that configure its original aesthetic identity. Based on this analysis, the aim is to establish a comparison between these characteristics and contemporary graphic productions, using the Korean musical group NewJeans as a case study. This work is characterized as a theoretical-descriptive design research with an exploratory approach and non-experimental methodology. The expected results aim to contribute to the understanding of aesthetic resignification processes in current visual communication, investigating how the visual language of the 2000s is appropriated, reinterpreted, and updated in the contemporary context, offering insights for studies on the appropriation of cultural references in design.