Transforming Gender Norms in Fashion: The Intersection of Gender, Culture, and Couture

This book critically explores the gendered dynamics within the fashion world, focusing on the intersection of gender, identity, labor practices, media representation, and consumer experiences. It addresses how the fashion industry, long celebrated as a hub of creative expression, also grapples with deep-seated issues, related to gender inequality.

The chapters in this volume investigate critical areas such as gender representation in advertising and media, the role of women in leadership, and the exploitation of labor, particularly within a non-western perspective. The discussion also extends to LGBTQ+ representation, body diversity, ethical practices, and gender biases in fashion entrepreneurship. By focusing on both iconic brands and less-renowned players, the book seeks to understand how gendered identities are constructed, maintained, or challenged within the context of fashion.

In examining gender through multiple lenses—such as leadership, consumer experience, and advocacy—this book aims to empower both industry professionals and scholars to rethink the roles that fashion can play in advancing gender equality. It emphasizes the importance of moving beyond tokenism towards genuinely inclusive practices, encouraging readers to leverage the influence of fashion to create positive social change.

Stefania Masè is Associate Professor at Ipag Business School, France, where she teaches Marketing, Luxury Brand Management, and Research Methods. Her first book is Art and Business: Perspectives on Art-Based Management.

Elena Cedrola is Full Professor and Head of the Department of Economics and Law at the University of Macerata, Italy. Her research areas are international management and marketing for small and medium-sized enterprises, with a focus on China. Her latest studies focus on the country-of-origin effect in industries, the fashion industry, blockchain, and gender issues, the latter two being contextualized in corporate management and marketing strategies.

Stefania Masè is Associate Professor at Ipag Business School, France, where she teaches Marketing, Luxury Brand Management, and Research Methods. Her first book is Art and Business: Perspectives on Art-Based Management.

Elena Cedrola is Full Professor and Head of the Department of Economics and Law at the University of Macerata, Italy. Her research areas are international management and marketing for small and medium-sized enterprises, with a focus on China. Her latest studies focus on the country-of-origin effect in industries, the fashion industry, blockchain, and gender issues, the latter two being contextualized in corporate management and marketing strategies.