Language characters contain indescribable figures. Information in them led us to in-depth research on clothing contents This paper discusses the effects and characteristics of contemporary issues and background on characters on c10thingin the 1990's. Based on the research, political, economical and social instabilities induce people to focus on self-esteem. Therefore, a focus on quality offered by fine brands and rebellious discussions on overturning traditions and against restrictions became more conspicuous. "LOVE" showed up the most often in the 1990's, which the designer used to show optimistic expectation of life in the 21st century. Therefore, characters on c1othing, besides showing the other style of the designer, are the most direct tools for transmitting ideas. The characters are beautiful and have the functions of communicating information and expressing sentiments.