Producing and Consuming the Metrosexual

This paper examines the emergence in marketplace representations of masculinity of “metrosexuals” (male consumers living in/near metropolitan areas who adopt the aesthetic sensibility often associated with gay men) and contrast them with the lived experiences of fashion-conscious straight men. I found that men’s consumption of fashion is made of “safe areas” – where the imitation of fashion models may occur without problems – and “danger zones” – where consumption risks stigmatization by significant others for being sloppy or too effeminate. The symbolic boundaries between legitimate and illegitimate consumption are however constantly renegotiated by marketers, the media, individual consumers and their significant others.



Citation:

Diego Rinallo (2007) ,"Producing and Consuming the Metrosexual", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 305-310.

Authors

Diego Rinallo, Bocconi University



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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