Dressing Up: Menswear in the Age of Social Media

What does men’s fashion reveal about contemporary masculinity — and how are those ideas shaped in an age of constant connectivity? In Dressing Up, author Joshua M. Bluteau explores how men construct, perform, and express identity through clothing both online and offline. Moving between the ateliers of London and the digital spaces of Instagram, Bluteau examines how social media, retail, and fashion production interact to redefine what it means to be a man today.

Through a blend of theory and storytelling, Bluteau investigates how men navigate image, authenticity, and aspiration in a world where self-presentation is both public and performative. Dressing Up invites readers to question traditional ideas of masculinity while considering how style, culture, and technology intersect in shaping the modern man. It is an insightful, timely exploration of fashion not just as fabric and fit, but as a powerful social language.

About the Author

Joshua M. Bluteau is an Assistant Professor at Coventry University and formerly a Lecturer at the University of Manchester. His academic work focuses on the anthropology of digital worlds, gender and masculinity, and the cultural dimensions of clothing and identity. Combining research and reflection, Bluteau offers a distinctive perspective on how men’s fashion both shapes and reflects modern masculinity in the digital age.