Unisex Fashion as a Social Practice: A Comparative Study Between Young Heterosexual Consumers in the United States and China

Abstract

Using Alan Warde’s tripartite model of practice theory (understanding, procedure, and engagement) as our theoretical framework, we compare how young heterosexual consumers in the United States and China understand, follow the perceived rules of, and engage with unisex fashion, and how different socio-cultural values and political ideologies in these two countries shape consumers’ gendered perceptions and practice of unisex style. We interviewed 15 participants in each country. Our findings suggest that unisex fashion is a more routinized practice for US participants, who appreciate gender fluidity due to a long history of fighting for gender equality and the current political emphasis on diversity, equity, and inclusion. Chinese participants, however, demonstrate a more deliberate and reflexive attitude. While they claim to embrace unisex fashion to express their gender identity, they are still restricted by a heteropatriarchal definition of gender, particularly with the recent revival of traditional gender ideologies advocated by the Chinese leadership. This comparative study of a gender-related fashion practice contributes to a reappraisal of cultural meaning within practice theories. We hope this study will stimulate further intellectual interest in the intersections of fashion studies, consumption research, and cultural sociology.