A Dedicated Follower of Fashion
- Submitting institution
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University of the Arts, London
- Unit of assessment
- 32 - Art and Design: History, Practice and Theory
- Output identifier
- 203
- Type
- C - Chapter in book
- DOI
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- Book title
- Pop Art and Design
- Publisher
- Bloomsbury
- ISBN
- 9781474226189
- Open access status
- -
- Month of publication
- -
- Year of publication
- 2018
- URL
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- Supplementary information
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- Request cross-referral to
- -
- Output has been delayed by COVID-19
- No
- COVID-19 affected output statement
- -
- Forensic science
- No
- Criminology
- No
- Interdisciplinary
- No
- Number of additional authors
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0
- Research group(s)
-
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- Proposed double-weighted
- No
- Reserve for an output with double weighting
- No
- Additional information
- The chapter analyses the construction of masculinity in Britain in the mid-1960s in a newly developed consumer publishing sector directed at men. It bridges fashion history (Jobling, 2014) and visual culture studies (Foster, 2011) to examine the adoption of fashion by men responding to the commercial representation of menswear. Research questions ask how the promotion and publishing of men’s fashion contributed to the demise of the 19th-century Great Masculine Renunciation (Flugel, 1930); and how an artistic depiction of a male fashion model might contribute to an understanding of the representation of masculinity in the period.
The chapter analyses the strategies of commercial image-makers, tastemakers and authors who published on men’s fashion and matters of style. It uses Richard Hamilton’s print, A Dedicated Follower of Fashion (1980), as a leitmotif for the study, for the way it made men’s fashion into a subject matter for art, through its knowing use of a range of image technologies more usually employed in commercial imagery. In tracing the expansion of men’s fashion coverage in British media in the mid-1960s, the chapter argues that concepts of masculinity were altered by the promotion of fashionable menswear; and fashion media furthered the rise in male peacockery. Research methods included the visual and textual analysis of trade journals, consumer magazines, newspapers, television and press releases from promotional agencies.
- Author contribution statement
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- Non-English
- No
- English abstract
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