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The reformation of the masculinity through Metrosexuals in the fashion advertising - Essay Example

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The reformation of the masculinity through Metrosexuals in the fashion advertising

This "The reformation of the masculinity through Metrosexuals in the fashion advertising" essay outlines the impact of metrosexual images on the fashion advertisement and how it changes with the times. The metrosexuals have become the new age demographic group of people in the urban societies. The basic term generated from the metropolitan and the heterosexuals. This group can be stated as a group of male who have some fashion statement which relates with the female character and these med are associated with the homosexuals. However they are not homosexuals in generals. The ‘new man’ emerged on to the advertising scene in the 80’s, and was marketed as the modern man. Images of the new man emerged everywhere from Calvin Klein’s ‘Eterntity’, an image of the perfect father figure, to a domestic hero advertising Mr. Muscle.
Men were becoming increasingly objectified, their bodies being used to sell grooming products and vanity to themselves, from shaving cream to Levi’s jeans. This phenomenon reached greater lengths when Men’s lifestyle magazines such as GQ and Arena Homme hit the stands in the mid eighties, adhering to men’s apparent newfound lust for fashion since the masculine renunciation at the end of the 18th century. This trend still carries on today, with the term metro-sexual coined in 2003 by journalist Mark Simpson, while reporting on the “it’s a Man’s World” style exhibition, organized by GQ. He described the metro-sexual as a man who has “taken himself as his own love object.”
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This phenomenon reached greater lengths when Men’s lifestyle magazines such as GQ and Arena Homme hit the stands in the mid eighties, adhering to men’s apparent newfound lust for fashion since the masculine renunciation at the end of the 18th century. This trend still carries on today, with the term metro-sexual coined in 2003 by journalist Mark Simpson, while reporting on the “it’s a Man’s World” style exhibition, organized by GQ. He described the metro-sexual as a man who has “taken himself as his own love object.” ( Simpson, M. cited in Salzman,M., Matathia,I. & O’reilly,A. 2005: 53) If one opens a current issue of Arena Homme, it will be of no surprise to see in its pages images of men in skirts and jewelry, or an advert of Marc Jacobs wearing nothing but an oversized bottle of his new fragrance BANG deliberately placed over his sexual identity. These are the group of men who are over fashionable and love to groom themselves as the females. Some people say that metrosexuals are not any gender specific person they can be lesbians, homosexuals, straight or transsexuals, as the term do not refer any gender it is basically a community which is heterosexuals and urban in nature. It can be treated as a behavioral trait of a person to be adorable to all the genders (Baker 4). It has been also mentioned by many observers that metrosexuals could adopt different sexual personas to match their outlook. The idea behind the metrosexual look is the ultra modern look which attracts all kind of people or rather consumers for the fashion industry. It is a new concept in the fashion industry which blends the concept of individual identity, consumerism and sexual identity and the reformation of the masculinity. For an example it can be stated that the ...Show more

Summary

This essay describes the evolution of the masculine look in the advertisement. Fashion has become the need for everyone. Everybody wants to be beautiful in the recent time and most of the fashion goods companies are taking the advantages of the new age demand of the fashionable goods…
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The reformation of the masculinity through Metrosexuals in the fashion advertising essay example
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