Abstract
Gender is commonly associated with two distinct and opposing sexes. Over time, such binarity has engendered stereotypes commonly observed in the fashion market. However, something called genderless fashion has recently gained prominence in the media. This research first posits that discourse in specialized media can influence the issues of power; we then seek to understand how the business and factual media discourse in Brazil describe the genderless fashion market through a critical discourse analysis. The results revealed essentially that the genderless fashion market still reproduces the stereotypes and gender patterns of the binary perspective.
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