Abstract
While Dressmann is a large Norwegian-owned men’s wears chain store, highly visible in Swedish malls, Undressmann only exists in the imagination of the creators of the Hunks of Hisingen Island– a calender of male pin-ups published in Sweden for 2006. Three women recruited the men, took the photographs, designed the calendar discussed in our article, they arranged its printing and distribution, including a catwalk event, where the men were put on live display. Hunks of Hisingen is an example of women designing a commodity and marketing the product, which is the spectacle of young attractive men posing for a female gaze. The study of this calendar is part of a larger project dealing with consumer products that could have a potential for challenging conventional understandings of gender, thus offering both progressive politics and a marketable product. Cars, DIY-tools, furniture and ads are included in the study. We use an ethnographic approach that combines interviews and visual studies.
DOI
https://doi.org/10.21606/nordes.2007.019
Citation
Mörck, M.,and Petersson, M.(2007) Femalegaze meets undressman., Nordes 2007: Design Inquiries, 27-30 May, University of Arts, Craft, and Design, Stockholm, Sweden. https://doi.org/10.21606/nordes.2007.019
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Femalegaze meets undressman
While Dressmann is a large Norwegian-owned men’s wears chain store, highly visible in Swedish malls, Undressmann only exists in the imagination of the creators of the Hunks of Hisingen Island– a calender of male pin-ups published in Sweden for 2006. Three women recruited the men, took the photographs, designed the calendar discussed in our article, they arranged its printing and distribution, including a catwalk event, where the men were put on live display. Hunks of Hisingen is an example of women designing a commodity and marketing the product, which is the spectacle of young attractive men posing for a female gaze. The study of this calendar is part of a larger project dealing with consumer products that could have a potential for challenging conventional understandings of gender, thus offering both progressive politics and a marketable product. Cars, DIY-tools, furniture and ads are included in the study. We use an ethnographic approach that combines interviews and visual studies.