The popularity of genderless clothing was regarded as a microcosm of various social and cultural phenomena in the new media era, and it was also regarded as a new phenomenon arising from the close integration of new media and life. Its formation mechanism and characteristics of new media, gender culture and clothing culture were closely linked. Based on the perspectives of gender, media and culture, this paper started from the phenomenon of the popularity of genderless clothing, and analyzed

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... characteristics and logic of the communication of genderless clothing in new media. Further research found that genderless clothing had lost its own meaning of "gender equality" after the "hot communication". It was specifically explained from three aspects: gender cognition, media platform, and consumer culture, in order to promote the harmonious development of gender and clothing.