Rewrite : A thesis discussing how to rewrite destructive gender norms in the commercial fashion industry.

The purpose of this thesis is to explore how gender norms are represented and depicted in the commercial sphere of fashion, affecting primarily females. The thesis will highlight the voices of several young females of today and their perception of how it is to be influenced and exposed to gender norms in regards to fashion. This thesis theoretical chapters consists of theories in gender norms, norm-critical design, fashion magazines, editorial design, fashion photography, norm-critical photography and intersectional feminism. Furthermore, the method used for this paper are interviews, a total of 17 people were interviewed, whereas five of them are currently working in either the commercial fashion industry or as creatives on a global level. The interviews occurred online, through both emailing and Instagram. This thesis concludes that several aspects, primarily based on the male gaze negatively influence gender norms in the commercial sphere of fashion. However, it is also concluded that there are several change agents, working towards breaking these toxic influences. The thesis is also part of a design project, which final outcome is exhibited at the exhibition Windows Of Opportunity. An online exhibition hosted by the program Design + Change and Visual Communication + Change, at the Linnaeus University in Sweden. https://2020.designportfoliolnu.se/studentwork/rewrite