Mass individualism: The snowman effect

Abstract

This study critically evaluates contemporary menswear, with a particular focus on the ‘snowman effect’ and mass individualism, to understand the complex dynamics between performativity, gender and socio-styles. It is inspired by the story of ‘Frosty the Snowman’, which illustrates how garments, initially mass-produced, are given life and identity through personalization. This transformation metaphorically represents the fashion industry’s complex relationship between individual expression and societal norms. The article addresses the issue of overconsumption, arguing that it leads to uniform fashion styles despite an abundance of clothing options, thereby increasing the demand for more authentic and personalized fashion. The core of this research examines ‘mass individualism’ within the global fashion industry, exploring its potential to offer sustainable choices while highlighting the challenges and opportunities it presents to major fashion brands. It argues for a shift away from traditional marketing, emphasizing the need for tailored services that meet consumers’ desires for authenticity and individuality. The article also examines the historical constraints on menswear, the evolution of socio-styles and the impact of ‘fit’ on the appropriateness of clothing. It also examines consumer habits and the growing trend towards customization in men’s fashion, particularly in terms of performative individuality and social norms. Finally, the study emphasizes the importance of recognizing the contemporary consumer’s desire for uniqueness and suggests mass customization as a vital strategy for revitalizing the menswear sector, reflecting the changing relationship between fashion, gender performance and socio-styles in contemporary society.