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The Cutest Tool Set Ever

September 17, 2025
2:00 PM - 3:00 PM
11th Floor - Breakout A
2:00 PM - 3:00 PM

Natalia Castellanos

2:00 PM - 3:00 PM

2:00 PM - 3:00 PM

2:00 PM - 3:00 PM

2:00 PM - 3:00 PM

This work critically investigates how gender is constructed and reinforced through the aesthetic and rhetorical design of tools, focusing on “cute” or “feminized” toolsets. It explores how such products, while marketed as empowering and approachable, often reinforce patriarchal norms by infantilizing women and limiting perceived technical agency. Using examples like pink-handled tools, the study reveals the paradox of accessibility versus stereotype. The project challenges the legacy of gendered product design and proposes future approaches that prioritize inclusive functionality over superficial gender cues, encouraging tool design that embraces diversity without resorting to reductive or symbolic aesthetics.

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For 60 years, the Industrial Designers Society of America has worked to advance the practice of industrial design through education, information, community, and advocacy. Our roots stretch to the beginning of the profession, and our members are, and have been, some of the most celebrated industrial designers of all time. Today, we exist as a global voice for industrial design within a broad ecosystem of design disciplines and we celebrate the cross-functional overlap of many creative fields.

Learn more at IDSA.org

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