Abstract:
Investigates whether societal and fashion evolution has contributed to a departure from traditional
stereotypes. The research methodology comprised three phases: content analysis, surveys, and
in-depth interviews with an expert panel, examining how men’s clothing has been communicated in
fashion over a span of 50 years, with a focus on three renowned brands: Lacoste, Burberry, and Hugo
Boss. The findings reveal a notable shift in fashion advertising targeting men, characterized by
increased racial diversity among models and a more diverse depiction of attitudes and poses.
However, homosexual or bisexual couples remain largely unrepresented. The study highlights the
influence of advertising on shaping the image of the “new man”, evident through the diminishing
gender boundaries in clothing and accessories and the persistent struggle to break free from
stereo- types. The study underscores the significance of ongoing efforts to promote diversity and
inclusivity in fashion advertising
