Gents fashion

Fashion is a institutionalized system through which styles of dress are introduced to the public in a manner that structures the reception and consumption of those style. The fashion system relies on continual changes in styles to provide profit to the companies that supply fashion clothing these changes in style are introduced to the public primarily through visual imagery and advertising. Despite the emerging scholarship on men and fashion consumption, few studies have explored men’s responses to fashion advertising. Much of the previous research on fashion advertising has been conducted with female consumers.

Studies have specifically explored how men interpret men’s fashion advertisements. In their study of young hetero sexual men’s responses to the idealized male body in fashion advertisements. These men discounted fashion consumption, idealized fashion advertising, and appearance concerns as feminine.

From the men who responded, we selected participants ranging in age from 25 to 53,who belonged to diverse racial groups, sexual orientations, and professions. None of the men were students. We assembled a diverse sample of men in order to garner the greatest variety of responses to develop a robust understanding of the similarities (if any) of men’s readings of fashion advertising.