Fashion paradoxes: Cutting edge aesthetic and the crash of the male gender norms

Authors

  • Daniel Keller Universidade Feevale
  • Denise Castilhos de Araújo Universidade Feevale

Abstract

The offending speech is a recurring tool in the fashion phenomenon. This is supported by the fact that fashion places the new always as an improved version of what is laid today. Based on the concept of avant-garde applied to the arts, whether to show (a) how the discourse of paradigms break can function as a veneer trying to disguise stereotyped and prejudiced discourses and (b) that the avant-garde texts developed by fashion bring a complex aesthetic which produces a major breakdown of the relationship of individuals with their ways of consuming, proposing a new kind of symbolization of the opinion/be at the expense of manufactured ethos. Through a hermeneutic analysis, this study aims to investigate some aesthetic of contemporary fashion campaigns and editorials in order to exemplify “texts” acting in proposing new masculinity formats in order to identify maintenance meanings of social norms or more real attempts cutting-edge speeches. As an analytical tool, the Depth Hermeneutics is applied (HP), developed by Thompson (2011), the theoretical contributions about the consumer and their meanings developed by Lipovetsky (2007, 2009), Baudrillard (1972, 1976, 1981), art and culture studies (Bourdieu 1975, 2014) and also from feminist, queer and masculinity theories (Fuss, 1999; Butler, 2003).

Keywords: fashion phenomenon, avant-garde aesthetics, consumption, culture, masculinities.

Author Biographies

Daniel Keller, Universidade Feevale

Mestrando em Processos e Manifestações Culturais
Bolsista FAPERGS/CAPES
Grupo de Pesquisa Memória e IdentidadeUniversidade Feevale
Grupo de Pesquisa em História da Arte e Cultura da ModaUFRGS

Denise Castilhos de Araújo, Universidade Feevale

Doutora em Comunicação Social, professora do Mestrado em Processos e Manifestações Culturais; pesquisadora do Grupo de Estudos Cultura e Memória da Comunidade na Universidade Feevale

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Published

2015-11-19

Issue

Vol. 8 No. 3 (2015): Sep/Dec

Section

Dossiê: Moda como expressão de cultura

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