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Cowboyen på catwalken - en semiotisk analys av hur trenden western wear representerar maskulinitet i lyxmodet

Johansson, Julia LU (2024) MODK63 20241
Division of Fashion Studies
Abstract
The aim of this thesis is to analyze how western wear is used in luxury fashion collections to represent masculinity. Historically, the western wear style is derived from the cowboy uniform in the early 1900s. Considering also that the cowboy has been portrayed as an archetype for masculinity both historically and in popular culture it is interesting to see how this archetype can portray masculinity in luxury fashion today. This was achieved by analyzing pictures from two luxury menswear collections through Roland Barthes method for semiotic analysis. The empirical objects in this analysis consisted of pictures from Louis Vuittons FW24 and Casablancas SS23 collections which both drew inspiration from western wear, which were then... (More)
The aim of this thesis is to analyze how western wear is used in luxury fashion collections to represent masculinity. Historically, the western wear style is derived from the cowboy uniform in the early 1900s. Considering also that the cowboy has been portrayed as an archetype for masculinity both historically and in popular culture it is interesting to see how this archetype can portray masculinity in luxury fashion today. This was achieved by analyzing pictures from two luxury menswear collections through Roland Barthes method for semiotic analysis. The empirical objects in this analysis consisted of pictures from Louis Vuittons FW24 and Casablancas SS23 collections which both drew inspiration from western wear, which were then understood through a theory of masculinities. The result showed that the two luxury collections took different aspects from the cowboy dress to represent different masculine qualities. Both collections showcased ideals of a hegemonic and rugged masculinity, while also showing a few signs of a changing hegemonic masculinity. (Less)
Please use this url to cite or link to this publication:
author
Johansson, Julia LU
supervisor
organization
course
MODK63 20241
year
type
M2 - Bachelor Degree
subject
keywords
masculinity theory, menswear, western wear, cowboys, luxury fashion, maskulinitetsteori, herrmode, lyxmode
language
Swedish
id
9167174
date added to LUP
2025-05-22 09:49:31
date last changed
2025-05-22 09:49:31
@misc{9167174,
  abstract     = {{The aim of this thesis is to analyze how western wear is used in luxury fashion collections to represent masculinity. Historically, the western wear style is derived from the cowboy uniform in the early 1900s. Considering also that the cowboy has been portrayed as an archetype for masculinity both historically and in popular culture it is interesting to see how this archetype can portray masculinity in luxury fashion today. This was achieved by analyzing pictures from two luxury menswear collections through Roland Barthes method for semiotic analysis. The empirical objects in this analysis consisted of pictures from Louis Vuittons FW24 and Casablancas SS23 collections which both drew inspiration from western wear, which were then understood through a theory of masculinities. The result showed that the two luxury collections took different aspects from the cowboy dress to represent different masculine qualities. Both collections showcased ideals of a hegemonic and rugged masculinity, while also showing a few signs of a changing hegemonic masculinity.}},
  author       = {{Johansson, Julia}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Cowboyen på catwalken - en semiotisk analys av hur trenden western wear representerar maskulinitet i lyxmodet}},
  year         = {{2024}},
}