Neither blue nor pink: discoursives estrategies in the communication arena of the consumption of agender fashion

Abstract

The idea that certain clothes are intended for women, while others are restricted tomen, is a social construction that gains strength in Modernity, being explored to this day in contemporary society. However, in recent years, begin to emerge practices of clothing that arise as a form of contestation and questioning the conservative structures of dress, such as agender fashion and the proposal of neutralization of binary codes in clothing. Thus, this article seeks tounder stand how the discursive strategies around the constitution of the agender fashion in the communication alscope of the brands Beira, Cë and Handred, which appropriate it. The analysis is based on anempirical perspective configured on the internet, particularly in the social network Instagram, and is based on the French Discourse Analysis as a theoretical-methodological framework, from the perspective of Maingueneau's studies. The research shows that the discursive strategies used by brands around the constitution of agender fashion, articulate in na attempt to make sense of this practice of clothing, and approach it now as political practice (a tinter section with other activism) as a market-oriented advertising strategy. In this context, it is considered not only the clothes, but the processes of subjectivation that permeate them, in particular those associated with male representation sand taboos still associated with them.