Genderless. A new trend in the fashion and lifestyle industry

Bachelor Thesis , 2017 , 105 Pages , Grade: 1,0

Design (Industry, Graphics, Fashion)

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

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Problem statement
  • Objective
• Genderlessness as a Topic of Fashion Theory and Gender Studies
  • The Discomfort of the Sexes - Judith Butler
  • The reinvention of nature: Primates, Cyborgs and Women - Donna Haraway
  • Attracted: The secret of fashion - Barbara Vinken
  • "When Women Wear Men's Clothes" - Gender and Masquerade in Literature and History Gertrud Lehnert.
  • Is fashion queer? - Gertrud Lehnert, Maria Weilandt...
  • Summary...
• The megatrend "Gender Shift" – a sign of postmodern society....
  • The Declining Social Importance of Gender
  • Sexlessness in art.
  • Genderlessness on social media
  • Summary..
• Genderless as a topic of the lifestyle industry
  • Automotive industry – individuality as a unique selling point.
  • Perfume industry - Genderfree.
  • Cosmetics Industry - Showing Cultural Gender Construction
  • Summary.....
• Genderless as a theme of fashion
  • Genderless as a topic of high fashion
  • "Unisex" as fashion for the masses
  • Summary..

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work investigates the emerging trend of genderless fashion and lifestyle within the broader context of postmodern society. It examines how this trend signifies a shift in gender perceptions and explores its impact across various industries, including fashion, cosmetics, perfume, and automobiles.

• The increasing visibility and acceptance of gender-neutral expressions in contemporary society
• The influence of feminist and queer theory on the evolution of fashion and gender identity
• The role of social media and digital platforms in promoting and shaping genderless trends
• The marketing strategies and branding practices employed by different industries to engage with genderless consumers
• The evolution of fashion from binary to gender-neutral expressions

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the problem statement and research objective, providing a foundation for the exploration of genderless fashion and lifestyle trends.
• Genderlessness as a Topic of Fashion Theory and Gender Studies: This chapter delves into the theoretical framework underlying the study, drawing on influential figures like Judith Butler and Donna Haraway to examine the intersections of gender, fashion, and social theory.
• The megatrend "Gender Shift" – a sign of postmodern society....: This chapter explores the broader social and cultural contexts that contribute to the emergence of genderless trends. It analyzes the declining social importance of gender, the influence of art and social media, and the implications for a postmodern society.
• Genderless as a topic of the lifestyle industry: This chapter examines the role of various industries in adapting to and incorporating genderless trends. It explores the strategies employed by the automotive, perfume, and cosmetics industries to cater to this evolving market.
• Genderless as a theme of fashion: This chapter focuses on the emergence of genderless fashion in both high-end and mass-market contexts. It analyzes the strategies of leading fashion houses and retailers to cater to the growing demand for gender-neutral clothing and accessories.

Schlüsselwörter (Keywords)

This work focuses on key concepts like genderless fashion, lifestyle, postmodernism, gender studies, feminist theory, queer theory, social media, marketing, branding, and the evolution of fashion from binary to gender-neutral expressions.

• College: AMD Akademie Mode & Design GmbH
• Grade: 1,0
• Author: Konstantin Kröber (Author)
• Publication Year: 2017
• Pages: 105
• Catalog Number: V1180594
• ISBN (PDF): 9783346593757
• Language: English
• Tags: genderless