This thesis establishes two propositions. Firstly the pivotal aspect of postmodern fem-inism is socio-cultural ambivalence which is reflected in postmodern fashion as androgeny. By tracing postmodern element in fashion it is shown that postmodern cultural logic is operating sometimes in a vague weakened form Secondly the fact is taken into analysis that the postmodern discourse is conveyed in reality by the multinational firms which aims at profit maximisation with incessant change of image. In this process the postmodern message is almost removed of its contents only the outer form retained, The originality of the thesis lies mainly in the approach adopted. It combines cultural and socio-economic factors together as compared to the traditional approach which tends to relate a contemporary aesthetic trend mechaniclly to fashion phenomena.