A stretchable display device including a display unit configured to be stretched in at least one direction; a sensing unit configured to sense information on a stretching force applied to the display unit; and a controller configured to stretch the display unit an amount corresponding to the stretching force applied to the display unit, stretch an entire area of the display unit in response to the stretching force being applied to the display unit without an area designation input for designating a partial area of the display unit to be stretched, and stretch the partial area of the display unit in response to the stretching force being applied to the display unit with the area designation input being applied to the display unit.