Homens de lingerie: sensualidade e masculinidade

Abstract

This project sought to understand how the Australian brand HommeMystere works to communicate with its target audience, being a pioneer and reference in the segment of lingeries produced and designed for the male audience. During the development of the research was considered the global reach of the brand and the sociocultural context in which it is inserted as well as the symbologies of delicacy, sensuality and sexuality that the product of lingerie represents in the senses: ergonomic, functional and symbolic. The purpose of the research was to analyze, from the understanding about sexuality, masculinity and gender issues that apply in the context of the male lingerie segment, how the HommeMystere brand relates to its audience and how it continues to grow within its segment. The present work was carried out through the descriptive-analytical method, through documentary research, with a qualitative approach, being exploratory and descriptive in terms of its objectives and pure in terms of results.