For some time now, there has been a development in our society that pays less and less attention to the importance of the sex of men and women. Gender boundaries can be bridged and alternative life concepts can be established in the community.
With its trend study "Gender Shift" from 2015, the Zukunftsinstitut has created an important approach to presenting this social development. Despite this dispute, the fashion potential of the megatrend remains unanswered. How does the lifestyle industry react in practice to the change in society? And what effects will this trend development have on the society of the future?
In order to answer these questions, different fashion and gender theories are presented first. What is the current social position of transsexuals or homosexuals? Based on this, examples from the lifestyle sector, more precisely from the automotive, perfume and cosmetics sectors, are analyzed. In what form is the increasing genderlessness reflected in the products of the lifestyle industry and their marketing? In the fashion industry, “high fashion” and “unisex fashion” are studied. Why are more and more fashion houses focusing on gender-neutral fashion and how is this reflected in the collections?
From the content:
- Gender;
- Sexes;
- Fashion;
- Trends;
- Lifestyle
Table of Contents
1. Introduction
1.1 Problem statement
1.2 Objective
2. Genderlessness as a Topic of Fashion Theory and Gender Studies
2.1 The Discomfort of the Sexes - Judith Butler
2.2 The reinvention of nature: Primates, Cyborgs and Women - Donna Haraway
2.3 Attracted: The secret of fashion - Barbara Vinken
2.4 "When Women Wear Men's Clothes" - Gender and Masquerade in Literature and History - Gertrud Lehnert
2.5 Is fashion queer? - Gertrud Lehnert, Maria Weilandt
2.6 Summary
3. The megatrend "Gender Shift" – a sign of postmodern society
3.1 The Declining Social Importance of Gender
3.2 Sexlessness in art
3.3 Genderlessness on social media
3.4 Summary
4. Genderless as a topic of the lifestyle industry
4.1 Automotive industry – individuality as a unique selling point
4.2 Perfume industry - Genderfree
4.3 Cosmetics Industry – Showing Cultural Gender Construction
4.4 Summary
5. Genderless as a theme of fashion
5.1 Genderless as a topic of high fashion
5.2 "Unisex" as fashion for the masses
5.3 Summary
6. Conclusion
7. Prospect
8. Bibliography
Objective and Key Themes
This work explores how the fashion and lifestyle industries are responding to the shifting societal landscape regarding gender. It aims to determine how the "Genderless" trend is being implemented, what effects it has on future society, and how brands utilize this trend to reach modern consumers.
- The theoretical foundations of gender construction in fashion and gender studies.
- The impact of postmodernism and the "Gender Shift" megatrend on society.
- Practical applications of gender-neutral marketing in the automotive, perfume, and cosmetics industries.
- The evolution of "High Fashion" and "Unisex" segments in response to shifting gender norms.
Excerpt from the Book
2.1 The Discomfort of the Sexes - Judith Butler
In 1991, the writer and gender researcher Judith Butler published her work "Gender Trouble" within Gender Studies, causing a lot of uproar in society at the time. The focus of her publication is on the topic of gender, which is why especially the first chapter of her book " Die Subjekte von Geschlecht/ Geschlechtsidentität/ Begehren" plays an important role in this work. In this context, it provides new food for thought and questions previous assumptions and theories.
First, she points out that between the anatomical sex "sex"6 and gender identity7 and both factors are independent components. In addition, she explains that gender identity is not determined by gender and results from it, since it is culturally constructed and thus gender can be interpreted in many ways by means of gender identity.8
Furthermore, Butler's theory addresses the binarity of the sexes, which is based exclusively on bisexuality in society and is limited to the man and the woman with the respective male and female gender. However, Butler rejects this assumption and also assumes that an individual can become a man or a woman - regardless of the outgoing gender. She is also critical of the limitation to exactly two possible gender identities.
Summary of Chapters
1. Introduction: Presents the problem statement regarding the diminishing importance of traditional gender boundaries and outlines the objective of the study.
2. Genderlessness as a Topic of Fashion Theory and Gender Studies: Examines foundational academic theories on gender construction, including the works of Judith Butler and Donna Haraway.
3. The megatrend "Gender Shift" – a sign of postmodern society: Analyzes the societal shift toward postmodernism and how media, art, and the Internet facilitate the deconstruction of traditional gender norms.
4. Genderless as a topic of the lifestyle industry: Investigates the practical application of genderless marketing in automotive, perfume, and cosmetics industries through specific case studies.
5. Genderless as a theme of fashion: Explores how high-fashion designers and mass-market brands are adopting unisex and gender-neutral concepts in their collections.
6. Conclusion: Synthesizes the core findings and confirms the ongoing shift toward individualization and the erosion of fixed gender roles in fashion and society.
7. Prospect: Offers a forward-looking analysis on whether the "Genderless" trend will sustain its influence or face re-traditionalization.
8. Bibliography: Lists the academic, industry, and online sources used for the research.
Keywords
Genderless, Gender Shift, Postmodernism, Fashion Industry, Lifestyle Industry, Unisex Fashion, Gender Theory, Judith Butler, Donna Haraway, Androgyny, Marketing, Performative Identity, Gender Neutrality, Social Change, High Fashion.
Frequently Asked Questions
What is the core focus of this publication?
The work examines the "Genderless" trend within the fashion and lifestyle industries, analyzing how these sectors are adapting to the social "Gender Shift" away from rigid binarity.
What are the primary thematic fields covered?
The book covers gender theory, social changes in the postmodern era, the role of digital media, and the practical implementation of gender-neutral marketing and design.
What is the main objective of the thesis?
The objective is to show how fashion and lifestyle brands are orienting themselves towards social change by deconstructing traditional gender roles and targeting consumers with more fluid, diverse identity concepts.
What scientific methods are utilized?
The work employs a qualitative analysis of relevant gender theories, trend studies, advertising campaigns, and contemporary fashion collections to substantiate its claims.
What content is discussed in the main part of the book?
The main part provides a deep dive into academic theories, explores the megatrend "Gender Shift," and provides detailed case studies of marketing strategies by brands like Toyota, Calvin Klein, and Gucci.
Which keywords best characterize the work?
Keywords such as Genderless, Gender Shift, Postmodernism, Unisex, and Gender Theory define the core subjects of this academic inquiry.
How does the author categorize the marketing of "High Fashion"?
The author views high fashion as a pioneer that uses staging and provocation to challenge gender norms, often making these designs less commercial but highly influential for brand identity.
What significance does the "Genderless Kei" trend have in the study?
The study highlights "Genderless Kei" as a Japanese social media phenomenon that illustrates how young individuals, especially men, are using aesthetics to challenge traditional beauty standards and the two-gender system.
- Arbeit zitieren
- Konstantin Kröber (Autor:in), 2017, Genderless. A new trend in the fashion and lifestyle industry, München, GRIN Verlag, https://www.grin.com/document/1180594
