Julia Sara Ghassemi

Julia Sara Ghassemi is a fourth year AMFI student, studying Fashion and Business Development. Her interest in fashion and marketing, and how often men tend to wear dark blue, has led her to deep dive in ‘To What Extent are Color Preferences for Western Male Consumers Gender and Culturally Codified?’. “In my paper, I discuss the roles of the French Revolution and the Industrial Revolution in radically changing the colors and silhouettes of the western man. Leaving behind wigs, heels, and flamboyant silhouettes in exchange for a simplified, bespoke uniform. I discuss color associations to gender during WWI and WWII, when gendered clothing for children arose in the United States and Europe. Lastly, the impact culture and gender have on today’s male and female marketing sectors may influence color preferences.”