The Gender-Free Discourse Formation by Brazilian Fashion Brands in its Digital Communications

Abstract

The economic relevance of fashion market, that operates the cultural capitalism, as well as the fashion influence on gender social definition, contribute to analyze the industrial formats, designed by cultural matrix, that guides the relationship between person and society. Based on that, the aim of this article is to analyze the aesthetics and gender representations in fashion brands’ digital communication, whom declare itself as gender-free on brazilian fashion market. Therefore, three gender-free brands make up the corpus of a critical discourse analysis, based on Foucault, that expose the gender discourse’s redundancy whit new image propositions. However, these intentions are based on masculine hierarchy.