Precarious masculinities and gender as pedagogy: aesthetic advice-encounters for the Dutch urban economy

In the context of precarious post-Fordist urban labour markets, Dress for Success in the Netherlands, a non-profit working in the context of the welfare state, provides dress advice to a majority of men. Dress advice consists of moments in which demands for immaterial labour find material translations into items of clothing. Building on ethnographic observations, I argue that dress advice-encounters should be seen as exercises in adaptability to new and ever changing economic circumstances. In these pedagogies, gender is a key instrument. Rather than a straightforward feminization of the economy, what is at stake is a performance of openness towards becoming adaptable to future labour market demands. Asking men to depart their attachments to Fordist working class masculinities and its material translations is an exercise toward becoming pliable enough for post-Fordist precarious labour markets.