• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.704-712
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• 2013

Contemporary young men are consumption-oriented, pursue ideal male images displayed in commercials, and are highly interested in fashion, beauty, and appearance. This metrosexual tendency(which values appearance) is largely influenced by mass media. This study examines how men's media information utilization influences appearance awareness and metrosexual tendency as well as how these two variables influence cosmetics consumption and fashion product consumption behavior. The results are as follows. First, metrosexual tendency consists of four dimensions: fashion involvement, pursuit of individuality beyond sexuality, cognition of fashion taste, and preference of a high quality product. The sum of variance is 65.594%. Second, media information utilization influenced metrosexual tendency and metrosexual tendency influence cosmetic consumption, brand-sensitive consumption and commercial-sensitive consumption; however, it did not affect price-sensitive consumption. Third, media information utilization affected appearance awareness; however, appearance awareness did not affect metrosexual tendency. In conclusion, appearance management behavior for men in their 20s is clearly affected by media. This phenomenon is caused by the metrosexual desire to express identity through fashion. Men in their 20's do not take care of their looks because of the social perception of appearance (as related to showing off their competence or pursuit of social success); rather, they have a desire to express their individuality and personally enjoy grooming and maintaining their appearance. Therefore, we can expect increased beauty and fashion expenditures.

• Journal of Fashion Business
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• v.19 no.6
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• pp.58-73
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• 2015

The purpose of this study is to examine the characteristics of men's wear designs unveiled while Hedi Slimane worked for Dior Homme and Yves Saint Laurent. The study will analyze and focusing on the modernistic characteristics in order to discover the postmodernism trends in his works. The results of the research are as follows. First, Hedi Slimane's fashion style can be cited as grunge and punk due to the trend of expressing the subculture of postmodernism. The design features shown in Dior Homme were straight lines, leather, metallic materials and dark colors used to reinterpret a grungy punk style, romantic patterns, glossy materials, elastic leather, and bright colors were the salient features of Yves Saint Laurent. Second, the feature of cultural pluralism of postmodernism appeared as a type ethnic style. He presented this through the Third World images in the Dior Homme but Spanish matador images, Marrakech's images and North African images in the Yves Saint Laurent. Third, he feature of his style is metrosexual feminizing men's fashion and breaking up gender stereotypes. I-type and X-type silhouettes that emphasize the human body and feminine design motifs such as a skirt are dominated in Dior Homme, and he completed the metrosexual style by using materials, colors and patterns such as bright feminine pink, red, laces, fur, floral and leopard prints, as well as flagrantly expressing body contour.

• Journal of the Korean Society of Costume
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• v.61 no.3
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• pp.36-50
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• 2011

The traditional masculinity has been gradually diversified towards the 21th century due to a new social environment. Men embrace his feminine side with heightened aesthetic sense using cosmetic products for better skin, hair, and nails. This diversification of male image and his beauty style proves the addition of feminity to masculinity. C. G. Jung felt that we are all really bisexual in nature. The anima is the female aspect present in the collective unconscious of men and it is the archetype through which we communicate with the collective unconscious generally, and it is important to get into touch with it for self-realization. This study analyzes subconscious desire based on the anima archetype in the collective unconscious of men through the diversity of the gender identity shown in men's cosmetic advertisements, and therefore it aim to help developing a marketing strategy of male beauty industry in the future. For this purpose, it conducted an empirical analysis of male beauty style in cosmetic advertisements through the Jungian anima theory. The conclusion of this study is as follows: First, gender identity represented in cosmetic advertisements was typified as Retrosexual, Ubersexual, Metrosexual, Cross sexual. Second, the anima archetype stimulates feminity in male beauty style. Cross sexual type has the highest feminine tendency. Third, range of utilization of cosmetic products is articulated with the diverse gender identity. Cross sexual type is most similar to the female beauty style. This feminization of male beauty style is the external expression of collective unconscious and affords human being to reach self-realization.