Stitching together fashion dualities

The concept of gender and its associated implications are undergoing constant change, blurring traditional ideas of masculinity and femininity as expressed through clothing. Many individuals are questioning the societal gender identities imposed upon them and reconsidering their choices in fashion. This presents a pivotal moment for the fashion industry to recognize and adapt to these shifting dynamics. This thesis explores how fashion label owners, designers and retailers who through their work defy the established gender norms are motivated by these current developments. Specifically, it explores how the changing social reality and cultural values have affected the social and economic impact of this type of fashion - leading to the question central to this thesis: How do social norms and cultural values influence the social and economic impact of fashion that challenges traditional gender norms? The theoretical framework builds upon theory on the social nature of fashion, gender and their dynamics, consumer behavior based on gender, the descriptions of fashion that challenges gender norms and the current market and future development of such a market. The research methods used was qualitative, using semi-structured interviews and grounded theory. The respondents acknowledge the evolving landscape of gender and leveraging the social reach of fashion, express a desire to transform the identity of the fashion industry. This shift doesn’t necessarily entail completely dismantling the concept of gender but rather creating a more inclusive fashion environment. Furthermore, there is a discernible market demand for increased gender fluidity in the fashion, primarily driven by Generation Z consumers. However, the extent to which this market will integrate into the mainstream fashion market still remains unclear. Additionally, the practices employed by these actors do not significantly differ from those in the mainstream fashion market.