Feels better because it fits better

The underwear clad male body is simultaneously dressed and undressed, and cultural expectations and regulations have determined the way in which men in underwear have been presented in advertising. Following the groundbreaking introduction of the Jockey brief in 1935 with its associated window displays and advertising, new representations of men and ideals of masculinity began to be presented through illustrated and photographic underwear advertisements. This chapter addresses the ways in which underwear was presented and sold to both male and female consumers in the period following the Second World War.

This chapter appears in a book based on the papers given at the 2010 Fashion Media: Yesterday, Today, Tomorrow Conference held at LCF. The volume was co-edited by Djurdja Bartlett, Shaun Cole and Agnes Rocamora.

For more information, see: http://ualresearchonline.arts.ac.uk/6485/