Refashioning Masculinity: An Exploratory Study of Men’s Interpretations of Fashion
Women have been socialized all their lives to interpret models in fashion advertisements. Extensive research has subsequently studied women’s perceptions of fashion imagery (e.g., Gill, 2007). Men have not been socialized in the same manner; a stereotype still exists that “real” men do not care about fashion because it is seen to jeopardize their masculinity (e.g., Connell, 2005). Men’s fashion consciousness has therefore been largely ignored in consumer research.