What is the process when historically obviously neutral things are becoming
loaded with mental meanings, associations and qualities, getting a new turn of
expression? The article deals with the changing of men’s underwear from garments of pure utility to high fashionable, visible things. The context in which the change has taken place, the language which supports the new meanings, the forms, colours and use of the "unmentionable" are studied from an ethnological viewpoint. The author emphasises the aspects of new adaptations of the meaning of fashion in relation to changing gender roles, new ideals of the body and new mechanisms in consumer culture.
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