Page 74 - Knighted_Issue2.0

Holly Harmon

The Curious Case of Gender and the Department Store

The modern American department store is filled to the brim with sociological implications
and semiotic signs in regards to gender identity. Gender identity in relation to fashion is an
emerging area of study. People use fashion and dress to display status, power, success, and
identity (Workman and Lee 50). The sociological and semiotic constructs of societal gender bias
in regards to dress are prevalent in the inherent make-up of the department store (50).
Department stores are still divided by men’s clothing and accessories and what is socially
acceptable for women’s clothing and accessories.

Most middle class American clothing stores are divided by what is inherently viewed as male
and female. Garments such as purses, perfume, dresses, and high heels are indicative of female
identity, while the ties, oxford slacks, sports coats, cologne, and baseball caps are markers of
male identity in fashion. The divisions of the sexes based upon socially constructed norms in
regards to fashion have existed since Adam and Eve first wore clothing. The social constructs
and signifiers of a person being inherently male or female beyond biological signs, is mediated to
others through fashion identity.

Women’s fashion has fluctuated between functional and symbolic. The large hoop skirts,
versus the svelte puffy sleeve, the modern slacks versus the business skirt, and the classic little
black dress versus the skinny jean are all modes of fashion that have accented female ideals and