This book explores the gendered nature of aesthetics within a particular service sector context – fashion retail. Attention focuses upon how gender structures the ‘aesthetic labour’ of workers through the practice of ‘sexual service’ and that aesthetics must be located within the wider sexual economy. Previous research fails to adequately interrogate how men perform in gendered and sexualised ways within the service sector. Developing existing concepts allows insight into the gendered labour performances of both women and men and how gender, sexuality and other aspects of identity become part of the ‘product’ in sales environments. Following previous research this book highlights and examines specific forms of control and strategies of resistance, the nature of ‘customer service’ and various employee narratives of customers. Finally, analysis considers how aesthetic labour can become ‘mobile’, moving beyond the workplace into other social spheres and invading the personal lives of certain ‘frontline’ service workers. The book will be useful for those exploring gender, sexuality, identities and contemporary experiences of service work.