Contemporary Men’s Fashion and New Technology; Shifting Perceptions of Masculinity, Menswear Aesthetics and Consumption

Frances Ross

There are a number of critical social-cultural and economic factors that have taken place globally over the last decade, which if considered simultaneously as indicators of a paradigm shift will make both the menswear fashion industry and consumers reconsider traditional practices and modes of consumption. This included acceptance of the “cross-over’ appeals of gay fashion by the heterosexual male creating a cross-gender styling.  Another critical factor is the enculturation of other ethnic groups and their influences on fashion and music styles in menswear.  New technology has also made great advances in design and manufacture within the middle to high end menswear market, through the availability and more common use of methods such as digital printing, 3D pattern cutting, 3D tailoring, body-scanning and demi-bespoke manufacturing processes. These have all created shifts in the market which is now fragmenting into smaller niches where manufacturers can reduce costs of specialised products with advanced technology and the transfer of digital information. This study will draw together cross-gender, cross-cultural and new technological components to explore the most innovative current practices, styles and trends in menswear, while forecasting where this may take the industry in the future.