The Impact of Gender Norms in Urban Iranian Society on Gender Expressions in Casual Wear

Articles in Press

Document Type : Original Article

Authors

1 Fabric Design Deparment, faculty of Applied Arts, Iran University of Art, Tehran, Iran

2 Fabric Design Department, Faculty of Applied Arts, Iran University of Art, Tehran, Iran.

10.22034/scart.2025.141687.1564

Abstract

Gender norms, when differentiated into masculine and feminine concepts, significantly influence social role differentiation and subject individuals to judgments based on their gender. Clothing, as a crucial tool for expressing gender, plays a prominent role in shaping gender perceptions. This research aims to analyze gender norms in Iranian urban society and identify gender expressions in everyday consumer casual wear.
Thus, the research aims to answer the question: How can we identify gender-neutral casual wear through the analysis of gender norms in Iranian urban society? Nowadays, the inclination of young people toward practical and comfortable clothing has led to the adoption of gender-neutral elements in their attire, particularly evident in the mass market for casual wear. This research employs a descriptive-analytical approach, collecting data through both documentary and field methods. The research tool is a questionnaire administered to young individuals aged 18 to 35 in the urban community of Iran.
The analysis of the obtained data reveals that within the studied age range, masculine gender expressions are more readily adopted by women, while feminine gender expressions in casual wear exhibit certain limitations. Furthermore, by eliminating feminine connotations from clothing—such as color, patterns, decorative elements, non-functional beauty features, body display, and sensory cues—it is possible to create gender-neutral attire that aligns with the preferences of the studied consumer community.

Keywords

Main Subjects

Sociology of Culture and Art

Articles in Press, Accepted Manuscript
Available Online from 25 November 2025

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