Space: Gender, Place, Fashion/Dress Discourse Research Papers (original) (raw)

This analysis highlight that female consumers have adopted masculine values as a result of societal development towards equality between the genders, which is reflected in the current female fashion trends. Furthermore, the postmodern female consumers seek independence and uniqueness, which can be obtained through the unisex clothes, because it allows the wearer to individualize the clothes and, thus, communicate one’s personal identity. Additionally, male fashion consumers have developed along with the diminishing gender roles. Thus, it has become socially accepted for men to take an interest in their appearance, which has allowed the Metro sexual man to emerge. This has created a new male consumer who strives towards differentiation and authenticity.