Ever since the three piece was invented money played a role with it. In esquire September issue, a suit, vest, shirt and tie is shown on the page followed by a little article. To the side is a list showing prices of all the items in the picture. All the items range prices from four hundred to as much as three thousand dollars worth. That is the price for wearing an item that puts you in the masculine form that this year is advertising that means to be that form of masculine, you must have money.In Theroux writing "The Male Myth", he says "moneys is masculinity" This means to be masculine you be able to pay the price it comes with. In the article its says about Ermenegildo Zegna celebrating their 100TH anniversary. So far this advertisement they show a new suit with the same look as when the fabric was first made. Coming from another source a review by Albert J. Schmidt on to two of the “three piece suit and modern masculinity” book states that “the stuff had to properly masculine, politically necessary, socially useful, ethically neutral and economically beneficial. During this era when the three was made, masculinity was defined by “hierarchy, monarchy Anglicanism and mercantilism. Basically all those who had power, respect and wealth. That followed the idea of the three suit to present time shown in prices. Being able to pay for a well made quality suit. Only different is that now on their “100th anniversary” they have a suit that weighs almost as much as they first before.In the article by Esquire they quote "heritage is best worn lightly.So its like trying to give a message that this look was masculine before and is again this year's style of masculinity.
People in general are always trying to keep up with the latest style in fashion, advertisements provide that for them with help from people who work in the fashion industry. In a article on style from the August issue by Esquire, it displays a series of questions and answers. The questions are people of the public towards the Esquire fashion director. Basically asking for tips and advice on how to dress formal. This is way of showing the masculinity type that people now days are using. It discusses on what suit type are out of style. What kinds of shirt striped goes well with what suit is also discussed. The director also mentions what colors of shoes pair up with different colors of suits and what is appropriate for attorneys to wear in court. The director also gives his opinions of what he would wear. Kevin Rousu from Chicago ask about what stylish bag to use instead of backpacks or gym bags . This all puts out an idea that people everywhere are trying to keep up to date with the style on how to dress. Its ironic because people now are even replacing backpacks and gym bags for a stylish overnight leather bag for simple weekend trip. Another source Ive researched is the “dress shits that display masculinity” article written by Hendrik Pohl which provides with information on what is fashion. People will read his info given because hes a fashion writer and the founder of the bows and tires site with dress code tips and intsructions. Hendrik describes formal as “beyond casual such as semi formal, which is most often evening wear to formal, special occasions”. Both articles shows the viewers how people are dressing with suit, tie and shoes. The masculinity type being advertised everywhere this year.
Companies need to keep up to date just as much as people of the public because they sell the products so its all competition. Style changes often that is why in order for companies to succeed they have to improve their profit and add products to their market. Style is shown in a ad with a article in the October issue by Esquire. In the ad there is a man dressed in a suit, shirt and scarf with words at the side saying "places you can buy it it all"(93). This shows that its a place where you can buy everything shown in the ad and more that is in style. Under the ad is a small article explains the one stop Ralph Lauren experience it use to be, a place where you can find all kinds of neckties. That was all put to an end because now as the article explains how they’ve improved their company by starting to sell more products than just a simply ties. "Ralph Lauren goods since 1986"(93) quoted in the article and now they’ve made their company better by making into a "one stop shop"(93). Its a head to toe, workday to weekend, a luxury of convenience"(93). Basically giving the idea everything you want in order to dress in style could be found in this place. There is also another idea, the company "Ralph Lauren experience” must have realized the style that is now most commonly used and at the same time is being advertised almost everywhere. So realizing that they transformed their all tie product place into a "one stop shop" store, because the masculinity advertised this year is the style dress up suit.
People always ask for someone else opinion on how they look. Recommendations are always comforting, especially when receiving recommendations from someone who knows style history and the up to date look in fashion. On the March issue from Esquire, articles displaying recommendations and truths of men’s style as well as a chart displaying "The most stylish men of all time"(115). The recommendations show what men should wear for their basic style needs. A suit is shown first as for the rest is the basic shoes, tie, watch, shirt and a jacket. To the side of that is a list of truths of men’s style, I agree with all ten. They all are tips on what to do and what to avoid doing. That is the way of style. On the next page a chart is shown with men that were the most stylish during their time. The chart shows that style has changed slightly as time has progressed. Giani Agnelli lesson is quite interesting, He says "Only when you know the rules can you begin breaking them little by little , one by one and only then can you be said to possess style"(115). I agree with his quote because as time progressed style has changed and now masculinity focuses on how men are thought to be, the masculine form.This leads to the message the article is putting out, the type of masculinity men should be and style is that form of masculine.
As you can see these articles are all saying the same thing aside from advertising the same products they want men to dress in that form of masculine. Ads are for people to keep track of style, so they can buy their products. Aside from the ads and articles, every issue mentioned in this essay has a famous man wear a suit on the cover on the magazine for that month. All this shows how people see the masculinity type this years advertising; the dress code.
work cited
Bardem, Javier."Style".Esquire.volume154NO.3.Oct.2010: 93
Impossible,the."Style".Esquire.volume154NO.1.Aug.2010: 56
Franco, James."Style".Esquire.volume154NO.2.Sept.2010: 89
Caprio, Leo."Style".Esquire.volume153NO.3.Mar2010: 114-115
Schidt,Albert j.."The three piece suit and modern masculinity".Journal of social history.(2004).14 Nov.2010
Pohl, Hendrik.”Dress shirts that diplay masculinity”Articlesnatch.com.(2005-2009).14 Nov.2010
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