I think part of it is difficult because we have preferences and such even outside of a problem. THat sounds confused!
What I mean is this. Imagine a scenario in which men and women were treated in the same way, or at least in an equal way. And then lets say we imagine it so that people are not being asked to do anything that is really problematic, like surgery, or hair dye, or whatever.
People would still, I think, have the desire to decorate, to do something to mark important occasions, they will still want to look attractive and nice.
And it is really difficult to think that looking nice is some terrible problem. In fact I would say there is some sense where people who really don't care about it at all usually have some deeper problems like depression.
It's also impossible to imagine a society without social norms. So if one thing is seen as usual, something else is going to seem weird and maybe unattractive. You can't have a society without any expectations about clothing/grooming, unless you have one without culture, and that is impossible.
So if we are stuck with culture, and we are stuck with people wanting to look nice, even in an ideal world, how do we draw a line around that?