selfawareness

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.

Modern beauty standards: between patriarchy and market demands Read More »

Women & society’s standards

A point on women & society’s standards is always necessary considering the current discussions and comments we hear. Indeed, we find it difficult to identify with women presented in the media. But also, with women presented by women themselves!

“I make clothes for a woman who is not swayed by what her husband thinks”

Rei Kawakubo

This powerful Rei Kawakubo quote, a thought we completely embrace and promote, opens up a window on society’s standards, personal growth, self-awareness, and perhaps new feminism.

Women, fashion and expectations

The clothes we wear are the expression of our personality, this is undeniable.
If we analyse the type of clothes that easily reach a large audience, we could portray a clear image of a woman stuck in the Fifties. A woman who must have a hold on men, and most of all, who must make it crystal clear, totally visible. Therefore, this statement translates into second-skin dresses, wide necklines, and super short hemlines.

In fact, this is what society expects from women, what women are educated to, by centuries of patriarchal brainwashing. And, eventually, it seems this is what women want, too, well adapted to a man-shaped society.
Indeed, just replace grace with rudeness, and we jump into our modern times.

There’s always the same submissiveness, asking for permission to buy something or buying an item only upon the husband’s approval.

Centuries of evolution from Virginia Woolf, passing through feminism and all a woman can aspire is being an accessory of a man.

On the contrary, we embrace a new sensibility away from the dominant models. Femininity free from conventions and stereotypes. Assertive, not aggressive. Self-aware, or at least opening the eyes, and beginning the process of personal growth.

Her style would be different.
We are different.
Ready to express a new vision of who we are.

Women & society’s standards Read More »