This paper selected the magazine of Fashion·Cosmo as a case,and studied the gender discourse of fashion magazines by comprehensive methods of content analysis,textual analysis and ideological analysis ,trying to discuss the root causes of gender ideology of fashion magazines. The results showed that the fashion magazines emphasized women's external appearance,induced women shaping themselves by consumption of industrial products,on the one hand stabilizing the power relations of gender inequality,on the other hand embodying the ideology of consumerism. Fashion magazines provide a means of emancipation of women,which is controlled by strong commercial logic behind the disposal;its essence remains to maintain the traditional experience of the male culture. <<