Modern beauty standards: between patriarchy and market demands

Do you know what beauty is?

Apart from the male perspective, which has always ruled women’s life, there’s more to explore about modern beauty standards.

Even bearing in mind the subjectivity of the matter, aesthetic judgement isn’t about beauty itself anymore, as an archetype or related to physical traits.

Modern beauty: what influences our judgement?

Analysing beauty standards, we have to consider two main factors:

First, beauty is the embodiment of a male perspective. Therefore, it’s a matter of power. The male eye works like a filter, shaping and dictating women’s choices. This judgemental screen took over women’s viewpoint, almost as a natural feature which limits independent activity. So that women themselves play the man’s games.

Second, contemporary beauty is a market issue. The commercial factor is crucial in understanding modern beauty standards: the product of brainwashing through advertising, movies, tv programs, social media etc.

modern beauty



“Self-esteem is the reputation we acquire
with ourselves.”

Nathaniel Branden


Modern beauty stereotype

From thin to curvy, plastic dolls are the stereotype. But all shapes have the same cookie-cutter features: doughnut lips, cheekbones like protruding mountains, and eyebrows like they got scared. Sadly, that botox expression will never disappear from their face.

The emulation process triggered in young girls’ minds and adult women, whose self-esteem is not solid, is appalling. Furthermore, self-esteem is a work-in-progress because reaching self-awareness is a growth process. And you don’t just snap your fingers to gain it.

However, this emulation is the result of the brainwashing system, a form of persuasion that makes women look all the same, like fake plastic dolls.
Is that beauty? No, it’s business. Indeed, it’s a very profitable business.

And so, beauty standards have to do with male power and market demands more than any archetypal or old-fashioned rule.

In prehistory, the traits connected to fecundity were considered beautiful. Specifically, the Palaeolithic Venus was more generous and curvy. The Greek Venus had a more slender figure. Therefore, the beauty archetype was associated with given characteristics.

What about the modern beauty myth?
Modern beauty is not only about power but also a market issue.

And so, forget who you are. Go and buy your new equipment.
In the end, beauty is just a product.

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NO SALES: what you can do to change for the better

Your sustainable act of consciousness

It’s the second year of our NO SALES resolution. If you come across our activity by chance, you may discover now that we do not participate in sales or promotions anymore.

What is the reason?

The market is hyper-saturated, filled to the brim with disposable clothing. Heavy discounts and obsessive promotions are indicators of a sick system. They reflect an economy based on overproduction, which compels the unceasing growth of fake needs. So, blind consumers are manipulated and induced to buy whatever products.

Of course, sales are not a sustainable strategy

Independent businesses or local and small activities cannot follow big corporations on this unhealthy plan. That exploits the environment and needs slavery to thrive.
Also, the retail price should take into account creativity, quality and labour. Therefore, fair wages for the production chain.

Once we have realised the whole economic system is corrupted, we have decided not to conform to fashion standards anymore. And so, we have reduced the quantity we order every season. And by refining our selection, we opted for a capsule wardrobe focused only on meaningful items.

This is what:

• We don’t need quantity anymore
• We choose quality and good design
• We select items made to last
• Fair wages for all the production chain

We are here to make something different, to change for the better. And to promote conscious fashion and slower consumption.
If the status quo is what you still want to support, just look around. It’s everywhere. You don’t need us.

But if you have lost that frenzy and search for value instead, we are here for you. Uniqueness is our strength. Indeed you won’t find anyone dressed like you.

No Sales!

No sales – is your act of consciousness.
And it’s the ultimate sustainable economic model for a long-term approach which supports creativity, quality, and fair wages.

It is time not to conform to a worldview that leads to destruction.

No sales mean less stuff, more meaning.
It’s a radical and conscious lifestyle choice #formodernhumans

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Styling options: what you need to know

Styling options multiply when you choose good design and quality. If you choose wisely and mix them with the proper styling, you’ll be able to wear your beautiful clothes in multiple ways. Therefore, you don’t need to buy plenty of pieces that last a couple of months.

Indeed, it’s about putting together a capsule wardrobe of meaningful pieces. Of course, the price tag is not cheap. And maybe you will not take many items all at once. But, in the long run, the design and quality of the clothes you have decided to buy will make the difference.

Why? Quality and design make clothes last much longer. And even if the shape is minimal, they always stand out.

Styling options

Buy less, buy better


Styling options

For instance, take “The V Neck One Piece” in cyclamen pink. The quality of the fabric is so good that it feels gratifying to wear it and sense it on your skin. Also, the design is cool, and the fit is perfect. Therefore, you can wear it at the beach for sunbathing or swimming. But it’s so flattering and stylish that you can also wear it in town.

So try it as a top with white cotton trousers or jeans and flat shoes. And when the weather is a little cooler, put on an oversized mannish blazer or a denim jacket.

Same you can do with the other one-piece swimsuits and high waist bikinis we have selected. And if you may have any doubt, drop us a message! We are happy to answer your questions.

So, yes! You will buy lesser pieces. But you’ll take beautiful clothes you’ll love to wear, and your styling options multiply because they always stand out.

Most importantly, you don’t buy clothes to throw away quickly but timeless items that last a lifetime.
And guess what? Your wardrobe will be sustainable for real!

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Haute couture: the diversity and inclusion debate

Between tradition and modernity, the latest haute couture shows brought about the debate on diversity and inclusion.

Haute couture shows were back with physical events, and the chit-chat was all about stars and starlets attending this or that one. Well, not just being present, but also walking down the catwalk.

Therefore, the lens pointed to celebrities and not to design or style. Perhaps it is a successful strategy in terms of sales but has no significance for us. Instead of making the show more appealing, it makes us lose interest. Though it demonstrates that you can be rich and famous, it doesn’t mean you have style.

Haute couture and modernity

According to Business of Fashion, diversity and inclusion were missed in Paris. Also, “couture codes are out of sync with the times.” “Big hats, corsets, and taffeta represent a snap back to the old days” – so they say. The only house that featured progress was Balenciaga.

Since we find Balenciaga’s vision quite scary and nonsensical, we prefer to leave modernism to the experts’ authority. And not that the world isn’t distressing as it is right now, but because it is so, it makes sense to work for something more positive.

Haute couture: art made by skilled hands

Haute couture is about beauty, top quality and perfection in execution. Art made by skilled hands. Indeed the show that mastered this concept at its best was Valentino on the steps of Piazza di Spagna in Rome. “The beginning” – back to where everything started for the brand.
With his stunning designs and marvellous silhouettes, Pierpaolo Piccioli’s show was an ode to beauty, colours and mastery. Furthermore, his focus on diversity and inclusion is a political message: people coming together for a better future.

We adored the maxi gowns with flat shoes or kitten heels.
However, experimenting with the future while acknowledging the past is where a truly contemporary vision resides.

Haute couture, diversity and inclusion

Of course, diversity and inclusion are valuable elements, but haute couture can not be inclusive.
Though we may sound boring in repeating this concept, haute couture will not be less elitist because they include plus sizes or different races in the show.

Haute couture is elitist by definition. The price makes it not accessible.

The truth is that you buy haute couture only if you can afford it and if you have a lot of money. Really a lot. Not because you feel represented.

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The society of fake needs

Human needs: are they real or fake needs?
Apart from the basic ones – essential to grant a decent life – human needs involve things that should improve our lives.

But, century after century, individuals have become needier. Or, to put it another way, we have just become spoiled. And if we add a high dose of ignorant and selfish behaviour, easy to detect in our society, the big picture becomes worrying.

We live for instant satisfaction, avoiding caring about the effects of our actions. Among those side effects are issues like global warming and garbage, so much that droughts have increased and the oceans are full of plastic.

Whether it is a sign of malaise or a sign of stupidity, this behaviour isn’t healthy. Therefore, some questions arise: do we really need all the products we consume? Or are ads just building fake needs to make money?

Advertising makes people believe so many things, and they buy without questioning. For instance, according to adv, we need vitamin supplements (all packed in plastic boxes). But the only thing we need is balanced nutrition, unless there are health problems, of course.
They make us believe we need expensive anti-wrinkles, even if nothing will erase a single wrinkle. Only plastic surgery can do that, another one of the crazy modern needs. And, it seems we cannot miss things like water added with hyaluronic acid or yoga pants. It’s a mystery how people could have practised yoga so far!

Also, they make us believe we need a new smartphone every year, so congrats on Chris Evans, who kept the same iPhone for seven years. Hey, seven years! We thought we were the only ones!

Do we need all those things advertising tries to sell?

Surely not. Indeed we built a society of fake needs. And it is the byproduct of a capitalist model, which puts a cage around us. But, at the same time, we talk about sustainability. Or a worldview that, if taken seriously, has nothing in common with capitalism.

Now, we should open our eyes and learn to discern rather than believe whatever they say. Being able to discern implies thinking, which is always a good exercise. And learning conscious purchasing and thoughtful consuming habits if we want the human race to continue to exist.

Dedicating particular attention to the impact of our actions on the environment is crucial. It will help us understand that with fake needs, we go nowhere.

Learning to make better choices is the way out.

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