Gränsöverskridande mode ger plats åt nya maskuliniteter: en studie av modehuset Guccis iscensättning av maskuliniteter

Sammanfattning: This dissertation aims to illustrate how masculinity is represented in fashion advertising by Gucci, and investigates in how far gender norms affect the representation of the male ideal. Throughout the past century fashion has gained an increasingly more important psychological function among western societies. Rooted in gender- and queer theory and fashion science, this paper investigates how expressions of gender ideals used in fashion advertising help to shape our image of masculinities and ultimately also influence our sense of identity. Through a semiotic image analysis of three selected advertising campaigns by Gucci, the author examines how images of masculinities are constructed using clothes, body, gender ideals and a range of other stylistic devices. The similarities and differences found between the campaigns are discussed and implications of the findings presented. The results of this study shows that Gucci is representing a more feminine masculinity and thereby creates a certain masculine ideal – a man with clear androgynic expressions. It is hoped that this dissertation provides a solid starting point for researches who want to dive deeper into the fields of fashion science, gender theory and the psychological correlations within these contexts.