The purpose of this study is to investigate the relationship between the social values and the clothing motivations for a group of female college students in Seul, Korea. Through this study, the followings were found: 1. A significant relationship was found between the social values and the five dothing motivations: Decoration, Modesty, Protection, Belongingness, Self-Esteem. 2. A significant relationship was found between the clothing motivations and the environmental factors concerning school: college type (coeducational college or women`s college) , major. grade. 3. A significant relationship was found between the clothing motivations and the environmental factors concerning family: father`s income, father`s educational level, order among sisters.