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Authors:Barbro Johansson: Center for Consumer Science, School of Business, Economics and Law, Göteborg University, Sweden
Publication title:Doing Age and Gender through Fashion
Conference:Inter: A European Cultural Studies : Conference in Sweden 11–13 June 2007
Publication type: Abstract and Fulltext
Article No.:029
Abstract:The author discusses the intersectionality of age and gender in relation to consumption and the concept of “becoming”, taking her point of departure in some quotations from children. The data comes from a study about children in consumer society, where 84 Swedish children, aged 8-12 were interviewed. Gender and age are negotiated, translated and repeated and therefore the subject of constant change. A task for the children is to place themselves in an aged and gendered field, find places which they are comfortable with, and at the same time be aware of that they are expected to occupy new places and find new ways of performing themselves as they grow older. The article shows a sample card of different solutions: Performing a consistent 11-year-ness, by refraining to wear garments which carry inscriptions of adulthood and sexuality; creating a fashion-conscious masculinity with the help of clothes, hair products, friends and a fashion retailer; redefining a garment from female to gender-neutral; creating an aged and gendered “free zone”, where girlishness is an allowing and non-restrained place; making clothes almost invisible uniforms; rejecting fashion all together; and constructing homosocial togetherness with the help of fashion and symbols of adulthood and sexuality.
No. of pages:8
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
Publisher:Linköping University Electronic Press, Linköpings universitet

Barbro Johansson (2007). Doing Age and Gender through Fashion, Inter: A European Cultural Studies : Conference in Sweden 11–13 June 2007;article=029 (accessed 9/18/2014)