Men as Contemporary Shopping Spectacles in London

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The late nineteenth and early twentieth centuries saw a growing feminized consumerism. Women have been classified as an active consumer and also a spectacle under the masculine gaze. But what the period also saw is the consumerisation of masculinity; a paradoxical statement but nevertheless, the advertising industry motivated the men to consume male " beauty culture " products and other commodities claiming to modify the male body.


London's Covent Garden market surfaces as a prime example of a shopping spectacle for men incorporating all pleasures of consumption from packaging, presentation and buying. American Classics is a store located in the area which caters only to men and their accessories in the form of international American type clothing. The layout of the store is designed to inform and incite men into consumption and also as spectacles to be gazed at. Men are emerging everywhere as hungry predators for all things aesthetic. They are even making a go for cosmetics and beauty products like never before. They even make their own choices rather than depend on their partners to do the obvious. They seem to be better informed than most women these days. Men are gradually becoming aware of their bodies and their looks which is what gives proof for today's metro sexual male; shaving creams, colognes, soaps, clothes, shoes, hair and skin products being the order of the day. Gadgets and gizmos follow close by. ...
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