This paper deals with the Purim costumes market in Israel from a gendered perspective.

What is it about?

Purim is a carnivalesque Jewish holiday of role reversal, typically celebrated by dressing up in costumes. This chapter asks what we might learn from a comparison between costumes aimed at girls and those aimed at boys. The study found that Purim costumes offered on popular Israeli websites present demarcated gender differentiations. They play a part in the commodification and marketing of gender and tradition, transforming gender (and Jewish tradition) into something to sell and buy.

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Why is it important?

To the best of our knowledge, the link between gender and Purim costumes has not yet been studied in Israel.