Author: Anju S Anand, Dr Preethamol M. K

Abstract: Cultural discourses and practices have cemented the gendered identification of gold with women. With the advent of androgynous fashion since 1920s, attempts have been made to blur the culturally-validated gendered association of fashion. Nevertheless, gold jewellery still remains closely associated with femininity. This paper, which reads two jewellery ads in Kerala, seeks to understand how jewellery remains entrenched within its traditional gendered associations while strategically co-opting more progressive discourses that challenge the stereotypical performances of gender.

Keywords: Advertisements, androgynous fashion, femininity, gender, jewellery, Kerala

Article Info: Received: 30 Apr 2026; Received in revised form: 25 May 2026; Accepted: 27 May 2026; Available online: 30 May 2026

DOI: 10.22161/ijels.113.37