Negotiating Muslim masculinity: androgynous spaces within feminized fashion

Abstract

Purpose – The purpose of this paper is to explore how Muslim men in Kuwait negotiate their luxury fashion consumption (considered a feminized practice in Kuwait) without compromising their masculine identity. Design/methodology/approach – The data were collected through 108 qualitative questionnaires and two unstructured in-depth interviews. Non-participant observations and informal conversations took place as part of an ongoing ethnographic study on luxury fashion consumption in Kuwait. Findings – Within the feminized space of fashion, accessories (such as shoes, wallets, watches, sunglasses, etc.) seem to allow Muslim men an androgynous space (consumer constructions of gendered spaces to be equally masculine and feminine) to be fashionable yet maintain a masculine identity. Research limitations/implications – Further research may explore the negotiation of androgyny among men who consume luxury fashion clothing or conspicuously feminized fashion (such as jewellery and handbags) in highly gendered societies. Limitations include reliance on questionnaire data (lacks depth insights) and narrow consumer (Muslim men in Kuwait). Practical implications – Marketers of luxury fashion brands in Kuwait should focus on fashion accessories when targeting males. Advertising needs to shift gender perceptions of traditionally feminine fashion (such as handbags or jewellery) towards androgyny to attract male consumers. Religiosity of consumers is an important segmentation basis, and Muslim men who are less religious may be more open towards fashion consumption. Originality/value – This research proposes the notion of androgynous spaces, contributing to gender within marketing theory and practice.