University of Gothenburg
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Photo: Brunel Johnson

Fashion, gender and design

How does fashion reflect us as people? What do clothes and trends actually mean? How are our consumption patterns affected by an event like the corona pandemic?

This theme research the role of consumption in the construction of gender as well as the ways in which consumer goods both reiterate and challenge cultural understandings of masculine, feminine and unisex.

Notions of gender as something stable and given have been strongly challenged in society at large in recent years. Several projects are studying how this change is reflected in consumer cultures.

The notion of gender as something stable and given has been strongly challenged in society at large in recent years.

The research theme spans several disciplines. Fashion and design are particularly prominent perspectives and are studied from several angles.

The following themes are explored in different projects:

- Norm-critical design
- Fashion, body and sustainability
- Digital consumer culture and gender, fashion blogs and wardrobe apps.
- Mass-produced packaging and the representation of gender as fluidity
- Aesthetic work in retail