Masculinity, Fashion Consciousness and Homoerotic From a Spatial Angle


In general there is a scarcity of marketing research that focuses specifically on male fashion consumption. In a similar vein, the concept of male fashion consciousness is largely being ignored by consumer research and marketing disciplines. This paper hypothesizes that the increased use of homoerotic imagery in fashion magazines might have an impact on fashion consciousness of males through recourse to the reconstruction of British masculinities. In doing so, it defines the abstract intersections of extended ambivalent performance spaces in which it relocates the three typologies of maleness: New Man, New Lad and Metro-sexual and further posits that the growing acceptance of homoerotic imagery in an overtly mainstream setting has given birth to the concept of the Zero-masculine era.


Alexander J. Aidan and Frances Ross (2006) ,"Masculinity, Fashion Consciousness and Homoerotic From a Spatial Angle", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 14.


Alexander J. Aidan, London College of Fashion, University of the Arts London
Frances Ross, London College of Fashion, University of the Arts London


GCB - Gender and Consumer Behavior Volume 8 | 2006

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