Post Views: 417
Over the past five years or so, the body positive hashtag on Instagram has accumulated 13.5 million photos that facilitate user exposure to all kinds of bodies and the imperfections that arent acknowledged in professional photoshoots. Body positivity as a social movement is rooted in the belief that everyone deserves a positive body image.
Online platforms like Instagram and now TikTok have been a major vehicle for helping the message go mainstream. Users who confidently display their cellulite, tummy rolls, stretch marks and bright scars on these apps help de-stigmatize bodies that dont conform to conventional standards of beauty and health. As one Elle magazine op-ed articulates, regular exposure to larger bodies, in contrast to the inundation of glamorized images of thin, white models, can help break our fixation on the singular skinny ideal.
Womens clothing brands are feeling the pressure to respond to the movements radical redefinition of which bodies are worth celebration. While some companies are answering the demand for an expanded notion of what a standard body looks like with more inclusive marketing, others are collapsing under the weight of toxic body standards that just dont sell anymore.
Theres no denying that thered be little of the increased body inclusivity we see in the fashion world today without the adoption of body positivity in the mainstream. The goals of body positive activists have included gaining social acceptance for all bodies regardless of size, physical ability or appearance and empowering women by recognizing that extreme beauty standards are more prevalent for them than they are for men.
While fatphobia and body stigma remain entrenched in society, the body positivity movements celebration of bodies at all sizes, especially those that fall outside of rigid beauty standards, has paved the way for more diverse body representation in clothing campaigns and on online fashion websites. With more and more female consumers no longer seeing their regular, ordinary bodies as a pitfall, brands need to reform marketing that takes idealizing thinness for granted.
One large brand that answered the call for a different fashion industry culture is Aerie, the athleisure offshoot of teen fashion brand American Eagle. Aerie was first American Eagles lingerie brand, but the line has expanded over several years to include activewear, loungewear and a swim collection.
Aeries clothing is geared towards young women, a demographic known to be especially susceptible to issues associated with negative body image. This perhaps influenced the brands 2014 decision to stop retouching its photos. Aeries radical commitment to representing their models authentically breaks fashion industry norms by rejecting airbrushed, perfectionistic portrayals of the female body. While most of the campaigns models remained very thin, individual skin differences such as tattoos, birthmarks and other imperfections were left perfectly visible to customers.
More recently, Aeries 2018 Aerie Real campaign, which featured ambassadors such as model and body positivity activist Iskra Lawrence and actress and activist Yara Shahidi, pushed the brands commitment to empowering women of all sizes further. The campaigns slogan, Aerie Real, identified beauty with realness, rather than painstakingly edited pictures. #AerieReal has since grown from a no retouching movement to a brand philosophy focused on body positivity and young female empowerment. In an industry that idealizes unattainable bodies, Aerie is heralding change with body-inclusive images.
Aeries policies around photoshopping have created an online shopping experience for customers that is body image-affirming. Women of all sizes are represented on the site, and plus-sized women model more than just the brands baggy loungewear. In the lingerie section, larger women model size XXL bralettes alongside thin models and many sizes in between. Body diversity on the site is on full display especially when browsing the swim section. There is no one bikini body chosen to be the face of each beach look; instead, bikini models with a range of body types, with diverse skin colors and unique blemishes, suggest what an Aerie bathing suit might look like on a real person.
Sustainable fashion brand Universal Standard is also expanding fashion industry norms by making revolutionary inclusivity part of its mission. On its website, Universal Standard identifies itself as the worlds most inclusive fashion brand. Expanding since its launch in 2015, the brand carries sizes 00 to 40, and its models are representative of this impressive range.
The ethical fashion brand brings body inclusivity to every aspect of its business model, from the sizes offered to the models it employs. The company was started by two women, who say in a letter to customers that they wanted to innovate and set new standards. They address the scarcity of fashionable options for plus-sized women even in light of the fact that 67% of U.S. women wear a size 14 or above as one of the motivating factors for starting a brand all about breaking the idea that standard equals thin.
Calvin Klein is another brand that had a groundbreaking ad campaign related to the appearance of its models. In 2019, the company sparked controversy online when it displayed a photo of Black plus-sized rapper Chika on a massive billboard in Soho for its #MyCalvins ad campaign. In the photo, Chika sits on a couch in her underwear with her large stomach visible. Interestingly, however, all of the 12 featured #MyCalvins photos on the brands website feature subjects that are thin and white. Though the Chika billboard was an unprecedented, norm-shattering step, the company clearly still has a ways to go when it comes to elevating bodies that differ from an exclusionary archetype of thin and white.
Brands that do not heed womens empowered relationships to their bodys appearance may fall behind. The consequences of pushing outdated, exclusionary images of photoshopped perfection are the loss of cultural popularity and plummeting sales.
Unlike teen retailer American Eagle, Victorias Secret, a ubiquitous mall store and lingerie leader notorious for its angels towering, rail-thin underwear models has been in decline over the last several years. For several decades, Victorias Secret has been the largest lingerie retailer in the U.S. Theres no doubt that the brands recent and significant demise is in part attributable to the tone-deaf, appearance-based comments made by its former CEO, but also communicated by the brands consistent advertising.
Controversial former CEO of Victorias Secret Ed Razek is described as the man responsible for the brands homogenous, airbrushed and sexualized image. Before his departure from the company in 2019, Razek sparked public backlash when he responded to a question about the casting practices of the Victorias Secret Fashion Show, an annual spectacle of underwear runway models and pop performances that has now been discontinued.
Razek answered that the company should not include trans or larger women in the fashion show because the show is a fantasy. Razeks assumption that potential consumers of Victorias Secret products overwhelmingly women prefer a fantasy rather than authentic and diverse representation is an irresponsible delusion, one that has had serious consequences for the brand.
This history of body and appearance homogeneity in its advertising has meant Victorias Secret no longer resonates with enough women to remain an industry leader in lingerie. The cultural and financial consequences for the brand have been significant. The famous fashion show had run annually since 1985. It was officially cancelled in 2018, likely due to a sharp and steady decline in ratings since 2013, despite the shows inclusion of pop stars like Shawn Mendes and Bebe Rexha. Financial losses have been even more dramatic, including a decrease in the brands lingerie market shares from 33% to 24%, and the waning of its line geared toward college-age and teen women, Pink.
Pink, one of the brands biggest assets, was quoted as being on the precipice of collapse in 2018. Unlike Aerie, which has seen a significant uptick in in-store sales, Victorias Secret saw a 7% decrease in store sales as of 2019. Multiple analysts have linked the brands demise to the out-of-touch, limited definition of sexy put forward by its marketing. Failure to adopt a new philosophy of body inclusivity may mean the downfall of some established brands.
If Universal Standard and American Eagle, two brands that appeal to different age ranges and price points, are any indication, then fashion brands that embrace the idea of body confidence at any size have rapid-success potential by virtue of resonating with contemporary women. As a result of the popular body positive movement, women today are better equipped to disavow the harmful beauty standards entrenched in the fashion industry. It takes boldness and risk to reject the standards of physical perfection foundational to the industry, but, for Aerie and Universal Standard, the payoff has been ample.
The body positive movement has mobilized womens exhaustion with bargaining with a fantasy they want realness in the mirror and in the fashion catalog. Today, if brands want every woman buying their products, they will have to prove that theyre serious about body inclusivity.
Read more from the original source:
- Getting Inked can impair sweating, make body to overheat - The Statesman - October 25th, 2020
- Deepdive: This is why #endsars trended this week - Mumbai Mirror - October 25th, 2020
- Male rappers are more than their music The Vermont Cynic - Vermont Cynic - October 24th, 2020
- Victor Ray Cruz Wanted to Turn His Life Around Then He Got the Coronavirus - Voice of San Diego - October 22nd, 2020
- Donations of blood wanted by hospital | News, Sports, Jobs - timesobserver.com - October 22nd, 2020
- The 40 Best Tattoo Ideas for Men Who Love Ink - menshealth.com - October 21st, 2020
- Women in Bhopal are getting tattoos of Goddess Durga to signify women empowerment - Free Press Journal - October 21st, 2020
- On Suits and Face Tattoos: The Black Community's Obsession with Respectability - The Southern Digest - October 21st, 2020
- Does Zac Efron Have Any Tattoos? The Answer Is Surprisingly Complicated - POPSUGAR - October 21st, 2020
- Dr. Dre and His Son Get Matching Tattoos - Rap-Up.com - October 21st, 2020
- I confronted my daughter's boyfriend but I was really confronting myself - The Guardian - October 19th, 2020
- 25 Carefree Bird Tattoos for Men in 2020 - The Trend Spotter - October 17th, 2020
- Three men with Canada wide warrants believed to be in Prince George area - My PG Now - October 17th, 2020
- Watch Brazen Burglars Steal Armloads of Laptops from Clovis Store. Police Seek Help to ID Them. - gvwire.com - October 17th, 2020
- Man believed to have Denham Springs ties wanted by Baton Rouge police for recent jewelry store theft - The Livingston Parish News - October 17th, 2020
- John Mayer's Royal Oak is the ultimate in low-key luxury - British GQ - October 17th, 2020
- TSR We Global: Members Of The ARISE News Crew Allege They Were Beaten By Authorities & Cameras Were Confiscated During An #EndSARS Protest... - October 14th, 2020
- Lifeblood say they can't bring in blood donation reforms earlier than 2021 - OUTinPerth - October 14th, 2020
- 10 of the best tattoos in the UFC (Photos) - FanSided - October 10th, 2020
- The art, meaning behind student tattoos | The Chimes - The Chimes - October 10th, 2020
- Proud Boys Rally Possibly Planned For Dolores Park (But Don't Assume These Jokers Are That Organized) - SFist - October 9th, 2020
- This Worcester beauty studio is on a mission to help breast cancer survivors move forward in recovery with a - MassLive.com - October 9th, 2020
- ACLU of Massachusetts will represent Bena Apreala, man stopped by unmarked officers while jogging in West Rox - MassLive.com - October 8th, 2020
- Boston leaders demand answers after Black man is stopped by ICE while jogging in West Roxbury - Boston.com - October 8th, 2020
- This former Rutgers star could have been shot by cops. Now he wants to become one. - NJ.com - October 8th, 2020
- Keeping His Eye on the Movement - INKED - October 8th, 2020
- ACLU Represents West Roxbury Man Stopped By ICE While Jogging - iHeartRadio - October 8th, 2020
- Katie Price admits she always kept a backup man on the side after ex-husband Kieran Hayler cheated on her - The Sun - October 8th, 2020
- Was the German unity celebrated Oct. 3 a good or a bad thing? - People's World - October 7th, 2020
- 'It hurts': Workers grapple with the mental impacts of Alberta's recession - WellandTribune.ca - October 4th, 2020
- 'I don't over think it' - Tarrus Riley on image, masculinity and music - Jamaica Gleaner - October 4th, 2020
- Preying on the Vulnerable: Half of Trafficked Women and Girls Are Immigrants - WTTW News - October 4th, 2020
- Chaplain Norris Burkes: Who's your BFF? - The Union of Grass Valley - October 2nd, 2020
- These are the internet's favorite memes from the first presidential debate of 2020 - NBC News - October 2nd, 2020
- New exhibition: 'Ink in the Lines': the art and meaning of military tattoos - Australian Photography - October 2nd, 2020
- DAWN Describes His Childhood, Relationship With HyunA, Meaning Of His Tattoos, And More - soompi - October 2nd, 2020
- How one man spent 34 years in prison after setting fire to a pair of curtains - The Guardian - October 2nd, 2020
- Katie Price says she's getting boyfriend Carl Woods' face tattooed on her arm after just four months of dating - Brinkwire - October 2nd, 2020
- Trump's election spurred B.C. painter David A. Haughton to focus on evil - Straight.com - October 2nd, 2020
- The Bleak Resonance of 'Native Son' | by Gary Younge - The New York Review of Books - October 2nd, 2020
- Katie Price says shes getting boyfriend Carl Woods face tattooed on her arm after just four months of dat - The Sun - September 30th, 2020
- Will Smith Might Be a Superstar but He's Not Good at Everything, According To a Former Co-Star - Showbiz Cheat Sheet - September 30th, 2020
- Who are the Proud Boys? - Quartz - September 30th, 2020
- Man wanted in Toronto assault that left victim seriously injured: police - Global News - September 30th, 2020
- British Post-Punk Band Idles Are Throwing a Revolution, and Everyone's Invited - The New York Times - September 22nd, 2020
- 'Men get breast cancer too' | Ohio daughters raising awareness about breast cancer in men in honor of their father - WTOL - September 22nd, 2020
- Day 20: If You Live In The Rural West, You Better Fit The Part - KUNR Public Radio - September 22nd, 2020
- 15 Meaningful Dream Catcher Tattoos for Men in 2020 - The Trend Spotter - September 20th, 2020
- Men ghost me on dating apps when I tell them Im autistic I just want to be accepted - The Sun - September 20th, 2020
- Five Guys a Week, review: irresistibly voyeuristic dating show adheres perfectly to lockdown rules - Telegraph.co.uk - September 20th, 2020
- Final Fantasy XVI: 3 things you might have missed in the trailer - RPG Site - September 20th, 2020
- Miller & Carter turn away two men because their 'chavvy' outfits breach dress code - Somerset Live - September 18th, 2020
- London crime: The faces of 5 men wanted over drugs and firearms offences - My London - September 16th, 2020
- Central American refugees stopped by Trump, then by pandemic - Herald-Whig - September 16th, 2020
- Baltimore murder suspects protected by sanctuary laws, ICE says; 'This is the worst-case scenario' - Fox News - September 16th, 2020
- Pepe the Frog Mutates from a Far Right Meme Into a Lovable, Far Gone Figure in Feels Good Man - The Texas Observer - September 16th, 2020
- Wait, The 'If I Go Missing' Kit From 'A.P. Bio' On Peacock Is A Real, Law Enforcement-Recommended Thing? - Oxygen - September 16th, 2020
- Oconee County sheriffs blotter: Thieves on video, a middle finger and a glob of tobacco dip - Online Athens - September 16th, 2020
- The faces of the 7 most wanted men in the North West - Lancs Live - September 12th, 2020
- Oconee County sheriffs blotter: Thieves on video, a middle finger and a glob of tobacco dip - Savannah Morning News - September 12th, 2020
- Fourteen Martyrs in the Struggle Against Racist Terror and Trumpism-Fascism - CounterPunch - September 12th, 2020
- De'Andre Asbury-Heath Is a Baseball Pro and a New Contestant on 'Love Island USA' - Distractify - September 12th, 2020
- The Advice Goddess - Argonaut Online - September 9th, 2020
- Forsberg: Is Theis the best bang-for-your-buck contract in NBA? - Comcast SportsNet New England - September 9th, 2020
- 31 Extra-Special Ways You Described Your Sexual Orientation on the 2020 Reader Survey - Autostraddle - September 9th, 2020
- Post Malone on how face tattoos and Supreme drops inspired his wine empire - British GQ - September 7th, 2020
- Model falls in love with childhood sweetheart after 30 years when pal picks him out for her on app - Wales Online - September 7th, 2020
- In the near future, what will restaurant adventures look like? Choose your own. - Kansas City Pitch - September 7th, 2020
- Commentary: I used to enforce the NCAA's exploitation - Massillon Independent - September 6th, 2020
- Whatever Happened To ... The Heavy Metal Mongolian Band Called The Hu? - KPCW - September 6th, 2020
- Model falls in love with sweetheart after 30 years thanks to app - Belfast Live - September 6th, 2020
- Commentary: I used to enforce the NCAA's exploitation - Suburbanite - September 6th, 2020
- A hero in the recovery community laid to rest - Concord Monitor - September 6th, 2020
- Model falls in love with sweetheart after 30 years thanks to app - MyLondon - September 6th, 2020
- Thieves Steal Firearms from Gun Show in Morgantown - Berks Weekly - September 4th, 2020
- Kick The Hobbit - The Free Weekly - September 4th, 2020
- Behind the Ink: Tattoo Culture at Yale-NUS College - The Octant - September 4th, 2020
- Jeffree Star's boyfriend Andre Marhold's Baby Mommy Responds To their Relationship - Dankanator - September 4th, 2020
- Chinese university dress code sends a wrong message. How other schools deal with campus clothing - Simcoe Reformer - September 4th, 2020
- Childhood Sweethearts Fall In Love 30 Years Later Thanks To App - Comic Sands - September 4th, 2020