(Trigger Warning: Nudity)
As my final project during the Beyond Branding Master’s program,
GETGAYZED
is a visual and conceptual exploration of the commodification and objectification of the male body—particularly within fashion and queer culture.
It critically examines the growing pressure on men to conform to hypermasculine beauty standards, intensified by social media and digital aesthetics.
Through wearable body modifications that exaggerate idealized male features—turning muscles, torsos, and traits into purchasable fashion accessories—GETGAYZED satirizes the commercialization of masculinity.
The project extends into a digital experience where users can "shop" for body upgrades, mimicking the validation dynamics of online platforms.
Blurring the line between critique and speculation, GETGAYZED poses the provocative question:
“When is a man a man?”
Full walkthrough video available at:
Final Project Thesis in:
GETGAYZED is a project that examines how fashion, digital imagery, and technology have turned hypermasculinity into a consumer product.
As media amplifies unattainable body standards, the male body has been transformed into an object of desire and commodification.
The project takes this idea to the extreme, creating a visual aesthetic that exaggerates and satirizes the commercialization of masculinity.
Its visual system is built around the term “gayze.”
Unlike the traditional male gaze, which has historically objectified female bodies for heterosexual desire,
the gayze (queer gaze) challenges normative ways of looking and reclaims the male body as a visual object of desire—this time from a queer perspective.
GETGAYZED hyperbolizes this gaze,
appropriating the visual codes of gay/queer culture and fetishized hypermasculinity to expose how the male body is aestheticized, codified, and consumed.
The project does this through excess, irony,
and the overexposure of the body—revealing the tension between desire, identity, and the visual construction of masculinity in the digital age.