Modern society seeks coexistence across boundaries, inspiring fashion studies that transcend gender norms to promote equality and harmony. The current study aimed to (a) analyze and classify the design characteristics of men’s genderless fashion (Study 1) and (b) investigate the perceptions, attitudes, and purchase intentions of millennial and Gen Z male consumers regarding genderless fashion (Study 2). For the first study, we selected 192 photographs highlighting genderless features from the men’s clothing collections of 2020 F/W and 2021 S/S in Paris, Milan, London, and New York. A group of fashion experts conducted the classification, with an inter-coder reliability of 92.1%. Genderless fashion was classified into four design properties: fusion, mixing male and female characteristics; juxtaposition, showing coexistence without mixing; transition, emphasizing opposite characteristics; and neutrality, showing neither male nor female features. For Study 2, an online survey was conducted with men in their 20s and 30s (N=74, MeanAge=31.04). The participants reviewed 12 representative photographs that were obtained from Study 1, evaluating recognition, attitudes, and purchase intentions. The results showed that the participants perceived transition as the most feminine, while they judged juxtaposition, fusion, and neutrality as more neutral. The stronger the feminine elements in the materials, colors, silhouettes, fit, and decorative details were, the lower the attitudes and purchase intentions became. This research is significant vis-à-vis identifying the design characteristics of men’s genderless fashion and providing design directions that may encourage actual purchases among millennial and Gen Z male consumers.

The study aimed to investigate the factors influencing genderless fashion preferences. The questionnaires were collected from men and women participants aged 20 to 49 living in Seoul City and Gyeonggi Province. Data analysis involved factor analysis, t-test, ANOVA, and regression analysis. The findings revealed that genderless fashion preference comprised four factors, namely individuality pursuit, deviation from norms, fashion pursuit, and social recognition pursuit. Self-esteem encompassed two factors positive self-esteem, and negative self-esteem. while sociocultural attitude toward appearance consisted internalization, and awareness. Second, positive self-esteem significantly influenced individuality pursuit and deviation from norms in genderless preference factors. Third, sociocultural attitude toward appearance had a significant effect on genderless fashion preference, with awareness particularly exerting a significant effect on individuality pursuit, fashion pursuit, and social recognition pursuit. Fourth, genderless fashion preferences exhibited differences based on gender role identity in factors such as individual pursuit, norm avoidance, and trend pursuit. Lastly, demographic characteristics such as age, education, occupation, and monthly income revealed significant differences in genderless fashion preferences. From the results of the study, it was found that consumers perceived individuality pursuit, fashion pursuit, and social recognition pursuit as important influencing factors of genderless fashion preferences. In addition, it is necessary to create an independent brand identity by developing various items to express consumers’ individuality, differentiated brand concepts from other brands, and store displays.

This study aimed to contribute to the development of various female fashion designs by reviewing the genderless styles in androgynous trends that have loomed large in women's fashion, as well as through analyzing and organizing the changes in women's fashion that were required in a society in which various values coexist. A literature review was conducted to identify the genderless concepts, through which a total of 1,273 materials were selected from 10 brands of the S/S collections, during the period of 2006~2016. The results were as follows: first, without the juxtaposition of incongruous objects or images and a fixed type of color arrangements, the compromise shown in women's fashion were mostly expressed through various tones and diverse colors, and with the mixed use of heterogeneous patterns and materials. Second, the enjoyment of genderless styles was expressed with the unexpectedness that occur through symmetry/asymmetry and harmony/disharmony, as well as through the deviation from conventional notions regarding clothing structures. Third, the exaggeration expressed in women’s clothing collections perfectly covered up a woman’s body shape with the silhouette of exorbitantly expanded bulk and dimensions. These were done with extended lengths, expanded adornments, and modified clothing design types or structures. Fourth, the sensuality of genderless styles analyzed in women’s fashion was expressed with mannish clothing that accentuates the beauty of the female body. Lastly, the historicity shown in genderless styles was expressed through clothing that represented traditional styles of the past, the symbolic meanings expressed in the clothes’ colors and patterns, and the methods in which the decorative factors were utilized.