Beauty, business & role models

It is interesting to analyze beauty, business and how they forge modern mainstream role models. So they say.

Business and beauty standards are intertwined. Indeed, it takes deep reflection in order to have a better understanding of this connection and the role models it produces.

Recently ‘The Wall Street Journal Magazine’ praised Kim Kardashian as a beauty and business role model. Maybe indirectly as a beauty icon, but that was the message they sent.

Though it caught our attention, it wasn’t without a certain bitterness.

Of course, it’s good to read different perspectives. But is it for real? Not a joke?

Modern role models or business?

Well, we want to assume that maybe some paid advertising is the motivation for those compliments. Otherwise, we do not see any other reason for choosing a figure like that as a role model, a powerful example of a businesswoman.

We don’t want to talk about why or how she became famous. That universe is not part of our vision, and we prefer to direct our energy towards something more interesting.
However, what we find disturbing is that she, and the whole family, have lost any trace of human identity because of plastic surgery abuse.

We wonder, is that a role model we should admire? Should we want to be like them?

But let’s imagine the younger generations, what we are telling them. ‘Hey, if you want to be accepted, have a good career, and become popular that’s the way to do it!’

Most importantly, it is depressing that magazines cannot find any better role models for women.

It’s not clear if healthy role models are lacking or if, intentionally, the model we want to push forward is that one.

No, we don’t believe positive role models are lacking. Many in the media don’t want to see them. For sure, it’s more convenient to stick to the plastic doll.

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Art, affect and persuasiveness

Art is one of the greatest sources of inspiration of all time.

Sunday morning, we went to the Castello Sforzesco to see ‘The body and Soul, from Donatello to Michelangelo’ – an exhibition dedicated to Italian Renaissance sculpture.

It was a beautiful sunny day. We wore our face masks, showed our green pass, and went in to explore.

art exhibition at Castello Sforzesco 'The body and the soul, from Donatello to Michelangelo'


At that time (1453 – 1520), communication was in the hands of the church and nobles, those who had power and money. From this viewpoint, there’s not much difference compared to those who deploy massive communication nowadays.

One of the sections was called ‘Sacred art: affect and persuasiveness.’
The board reads: ‘Affect and persuasiveness became the two key words in religious sculpture: following the work by Donatello around 1450, emotion and the motions of the soul took centre stage in artistic practices, in the desire to deeply, even violently, affect viewers.’

In other words, those who had money commissioned artists to represent catholic figures to influence the masses. Undoubtedly art was magnificent, and viewers could feel the pathos.

Modern methods of persuasion

Translating this communication process to modern times, we see that the logic of influencing people is still crucial. ‘Affect and persuasiveness’ are used not to make the masses believe in God but to sell them everything. Brands and products are the new gods.

Over the centuries, masses went from faith believers to consumers. However, artists still had to work hard to make something breathtaking to influence people. Indeed to reach that level of beauty, their artistic work demanded an enormous effort.

Now, the two keywords are still the same, ‘affect and persuasiveness.’ What changed is who the masses consider influencers. The way they put out their work and interact with their audience, which is a by-product of what we call progress.

In the past, art influenced us, taking to deep involvement, while empty superficiality impresses people now.

Perhaps something went wrong.

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From quantity to quality

When will the paradigm shift from quantity to quality? Or, the question should be, what else do we need to see in order to make this change happen?

People don’t consider shifting towards a conscious lifestyle because they are too ingrained in their old habits. But perhaps, those who are in this position will be forced to readapt somehow quite soon.

Why?
Difficulties in finding raw materials and supply chain shortages are now a reality. Indeed, one of the side effects of the pandemic was the sharp rise in raw material prices. Consequently, final product prices are getting much higher. It is already happening in the construction field, energy, gas. And it’s impacting fashion, too.

Therefore, caring more about what and how we consume will be a necessity.

Pointing feet - inspiring from quantity to quality attitude


Low-impact lifestyle: quality, not quantity!

What can we do?
Each of us has an impact on the environment. Even if corporate giants arm-in-arm with marketing have shaped the world for us, they can’t make it without our active participation. And the role we play is revealed precisely by how and what we consume.

Since we do not like to wait for change to happen, we choose with our minds what kind of world we want to live in, so we act. Also, we hold ourselves accountable for the choices we make.

Why buy less but better quality?
It is a long-term strategy. You will buy garments that last. Things you will wear for a lifetime, not items to discard after a couple of washings. Same for any other item we use in our everyday life.

This radical shift of perspective from quantity to quality is about educating ourselves to find pleasure in how things are made, not in the simple act of buying. Finally, this alternative lifestyle will reduce our impact on the planet.

So, make it a conscious choice now rather than a forced decision when it’s too late.

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B-Corp and fashion

It has emerged over the past few days that Chloé became a B-Corp.
Of course, people welcomed the news, applauding. Maybe there were just a few perplexed comments on social media.

B-Corp: What does it mean?
Now they are a Benefit Corporation. So, beyond their for-profit business, they want to maximise their positive impact on society and the environment.

What’s the point of becoming a B-Corp in fashion?
The Chloé’s collection shown in Paris was far away from the past magic. Indeed, all the luxury beauty outlined by the former designer, Natacha Ramsey-Levy, was gone.

The new guidance follows a more American way of working that embeds marketing at the brand’s core. We saw a collection peppered with the latest marketing trends — diversity, eco-friendly and ethical themes. And not that those values are wrong, indeed we share them entirely. But we question the fact that they sound like pure marketing.

Anyhow, it will be nice to witness how they’ll manage the actual overproduction model with an eventual lower production level. And see what happens with prices too.

B-Corp & the purpose of a fashion brand

What seems clear is that brands go from overproduction to the B-Corp losing sight of the real point of the work. What makes it a worthy effort.

The scope of an evolved fashion brand is to make beautiful collections, keeping in mind that the only way to obtain this goal is by respecting people involved in the production chains and the planet. Hence, paying proper wages and reducing pollution as much as possible.

Beautiful collections are the expression of good design and meaningful creative ideas. Therefore, the moment we make a respectful work representing a positive vision, all this beauty of thought must translate into outstanding products.

If the style is bland, meaning is lost. Even though the intentions are noble, assuming they are not only marketing tools, in the Chloé fashion show, there is no substance.

To be purpose-oriented is fine, but please don’t forget you are making fashion.
Keep beauty alive. Don’t kill the dream.

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People don’t read

People don’t read. Don’t ask people to read. Please, don’t do it. In the fashion field, there’s no need to dig deep into socio-cultural-economic aspects. Customers don’t want to know more. Instead, bomb them to shop. Continuously. Endlessly. But do not involve them in a piece that makes them stop and think. Just push them to buy! In fact, it’s a profitable engagement, a language they appreciate.

People want images. If you put them in front of words, they have to stop, read and reflect. Also, it takes some time, and it is annoying.

Just show them images, let them click on the buy-now button, and they’ll be fine with it. Why question things?

Social media absorbs the attention, you start scrolling for a few minutes, and you end up eaten up by an endless stream of superficial information. There, there’s no need to read. Indeed you can stop at the titles or just a few words.

But you are well-targeted and, most of all, you are going to shop.
Yes, there’s nothing else people want.

people don't read, image of reading a book


However, the pattern is not new. Pavlov experimented on this behaviour with dogs, showed them the trigger and got the reaction. Indeed, this conditioned reflex works well with humans too. Brands know the game and accordingly shaped the world for us.

From ‘cogito ergo sum’, corporations worked to embed ‘shop ergo sum’. By influencing our brains and behaviour, they did a great job.

Why?
Because people don’t read. They don’t like reading, as they don’t like thinking.

For instance, if you want to ponder a little, do you know that funny thing called accessible luxury? How about ethical businesses when brands still produce in places where human rights do not exist?

But no, do not search for discussion or sharing ideas. There’s no need to understand fashion context. Keep it superficial, feed them with products. And, please, don’t be too refined.

There’s no need to think. Stick to your well-known pattern.
Don’t read. Don’t choose.
Just shop!

Unless you realize you can choose – to read.

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