This article builds heterosexuality into the concept of aesthetic labor to better understand corporate efforts to construct gendered brands and consumer identities. By theorizing heterosexual aesthetic labor, I show how two men’s salons, Adonis and The Executive, hire for, develop, and mobilize the sexual identities and gender habitus of straight and conventionally feminine women to masculinize the hair salon. Drawing from ethnographic observations of and interviews with employees and clients at these men’s salons, I move the discussion of aesthetic labor (...) beyond recruitment to show how service workers become interactional resources for customers’ projections of privileged identities. Emphasizing workers’ agency, I show how the women deploy professionalizing rhetoric and protocols and essentializing frameworks to manage the dilemmas of heterosexual aesthetic labor. These management strategies allow women a sense of legitimacy and at the same time keep gender and sexual hierarchies intact and naturalize men’s entitlement to women’s bodies. (shrink)

This study explores how men make sense of their participation in the feminized practice of salon hair care. By placing white, middle-class, heterosexual men at the center of analysis, I investigate the meaning of beauty work for a population that has been overlooked in research on gender and the beauty industry. Specifically, I demonstrate that men embed their purchase of salon hair care in the need to appropriate expectations of white professional-class masculinity. Ultimately, these men reproduce raced and classed gender (...) differences in the hair salon by resisting feminization while at the same time transgressing gender boundaries. (shrink)

Research shows people confront social marginalization through work, yet this scholarship largely ignores people working in illicit markets. We address this gap by investigating how and to what end men in street prostitution “borrow” privilege from their more structurally advantaged clients. Drawing from interviews with men of color in street sex work, we show how they “status maneuver” to offset stigmatized identities tied to prostitution and to construct a masculinity that offers a greater sense of social worth within constrained circumstances. (...) These men ironically rely on status differences between themselves and their white, wealthy men clients to undermine their own oppression and to create possibilities for momentary associations with hegemonic masculine privilege. This research shows how barriers between the powerful and powerless are permeable, and how social hierarchies serve as resources to cope with the inequitable conditions and stigma under which some people live and work. (shrink)