ASSESSING THE PERCEPTION OF GENERATION Z TOWARDS GENDERLESS FASHION TO ACHIEVE SDG 05, GENDER EQUALITY

Abstract

Purpose: This study delves into Sustainable Development Goal 5 by analysing contemporary gender roles from the viewpoint of Gen Z's perceptions of genderless fashion. Fashion is a powerful tool that challenges conventions amidst societal shifts. SDG 5, focusing on gender equality, transcends legal frameworks, embracing cultural changes. As change agents, youth express unique perspectives on genderless fashion, reflecting evolving norms. The investigation explores how fashion challenges gender conventions, with youth contributing to perceiving genderless fashion, embodying changing cultural standards and fashion trends. Methodology: Quantitative and qualitative research methods are utilised to gather, sort, and analyse data. The study was conducted based on consumers in the Colombo district by sending 300 online questionnaires, receiving 206 completed questionnaires, and conducting structured interviews with 9 trend-following consumers and 8 online store owners. Findings: Findings showed the Sri Lankan young fashion consumer group's open-mindedness and interest in trying new unconventional trends. Understanding their perspectives unveils how fashion challenges ingrained gender preconceptions, acting as a catalyst for societal change. Implications: The findings have identified the opportunities to navigate the dynamic crossroads of fashion, identity, and equality locally. Theoretical Contribution: The unique blend of cultural and religious subtleties, unravelling acceptance of genderless fashion, and the ways of fostering SGD 05 are revealed in this study. Originality: This is the first study investigating Generation Z's perception of genderless fashion to achieve SDG 05, gender equality in the local context. Fashion designers and policymakers will benefit from this study.