EXPLORATION OF THE GENDER MYTH VIA FASHION MEDIA : ANDROGYNY AND DANDYISM IN CONTEMPORARY FASHION MAGAZINES

Abstract: This paper attempts to analyze different representations of "androgyny‟ as fashion tendency in contemporary fashion magazines (Vogue, i-D and LOVE Magazine) for the period of 2010 and 2011. In order to show the development of "androgyny‟ as fashion tendency, this study first explores how androgyny metamorphosed from a "hidden‟ signifier of unconventional sexuality to "visible‟ postmodern teaser for sexual identities. Currently, we live in the "Age of Androgyny‟ where the modern androgynous dandy is being seen as an aphrodisiac for the fashion industry. This study also tries to provide explanation of how "androgyny‟ and "dandyism‟ evolved from concepts to parallel trends in fashion due to their frequent and simultaneous reappearance in fashion media. In order to create nuanced portrayal in the understanding of androgyny and dandyism, qualitative method was used by describing, analysing and interpreting the representation of these trends in three different fashion and art publications. The fact that this tendency for "gender fusion‟ is increasingly finding its way into mainstream culture, with emphsis on the fashion industry, raises the question of whether the society is more open towards different gender expressions or is "androgyny‟ just another exploitative form for the fashion industry.