Introduction. The article proposes to consider the main problems of gender identity in the modern world in the context of modern transformations of traditional gender modes of masculinity and femininity. Methods. The methodological basis of the research is represented by modern concepts of gender transformation of the culture of society and personality. The methods of cultural and sociophilosophical structural analysis are used. Analysis. The analysis of modern transformations of traditional gender modes of masculinity and femininity is based on a critical understanding of social gender practices and theories. Attention is drawn to the fact that modern «innovative» types of gender identity are considered as destructive distortions of traditional modes, and are destructive for gender culture as a bipolar system. Results. Modern society is going through a period of ambiguous transformations concerning gender identity. Individuals are increasingly rethinking their sense of self and finding new ways to express themselves, reflecting this in their appearance, manners, communication style and building relationships. Public perceptions of how men and women should look and behave are also changing. These changes are so large-scale that the traditional boundaries of gender are being erased, and familiar gender identities can be radically revised.
