Tom Novak is a senior behavioral analyst at Canvas8. After completing his second master's degree in cultural sociology at LSE, he was drawn to cultural insight. Tom has conducted qualitative and ethnographic research from the plazas of Santiago to Coventry's suburbs. In his spare time, he can be seen rowing down the Thames or world-building around feminist science fiction.


People are interrogating the meaning of gender in a polarised society

Byegender

United States

Fashion and Style

New York Post

Pedestrian TV

Independent

Bank of America

McKinsey & Company

Fashion Network

The Business of Fashion

By defiantly rejecting social expectations and aesthetic labels, American Gen Z women are rewriting the fashion rulebook, torn between upholding and subverting feminine styles. Canvas8 spoke to six of them about their sartorial choices, gender politics, and the changing nature of femininity.

Cultivate

Values and Identity

The future of American femininity in a post-Barbie world