Moda infantil como tecnologia de gênero: Análise dos estereótipos de gênero em produtos ofertados por lojas de departamento

Abstract

The unequal gender relations built in the western society, guided by social rules and expectations, is the result of a construction within the scope of history and culture. Fashion Design, as a social and cultural phenom, can influence collective and individual behaviors. From this context we aimed, through bibliographic and documentary research and qualitative analysis, to identify if the children’s clothing offered by department stores contain traces of this unequal social structure. Significant diferences were found between the clothes offered to the two genders as well as minor exceptions to this rule, placing fashion design as booth reproducer and producer of social standards.