womenawareness

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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Fashion and patriarchy

How men’s taste shapes women’s style

An anthropologic examination of fashion helps us understand why men’s taste becomes the favourite one.

But is that style allowing women’s affirmation? Or is that just the expression of man’s vision? Also, is fashion for women or against women? We should ask ourselves these questions indeed.

By analysing the context in which we live, the conclusion is that societal rules, beauty standards, and fashion are manifestations of patriarchy. Yes, it doesn’t take a subtle analyst to understand that! The whole world tells a story of patriarchy because we live in a man-shaped society.

Education for a men’s world

The way women behave, talk, think and see themselves is the sedimentation of centuries of male domination. And so it is for the way women dress. Indeed, it’s not really about expressing women’s taste, but it’s about fitting in an image stitched on us by male figures. It’s a cultural moulding representing an eternal story of dominance and submission.

Women are educated – or brainwashed – to please men in everything they do. Indeed, they are a playful accessory for men. That was the female’s role in the past, and so it is now. Nothing ever changed for real. Women’s style must conform to men’s taste, or they complain.

How men's taste dominates Fashion and patriarchy


For instance, take the ’50s. Fashion during that time was all about catching men’s attention with lines that highlighted the body. That taste never went out of fashion. And if you ask a woman what style trend she prefers, the ’50s are always on top.

And so, from abortion to clothing, it seems we are glad to let men decide everything about our lives.

The idea is to question conventional rules and notions. To decontextualize fashion to remove all the layers that, century after century, were placed on us. They are just a reflection of patriarchy.

By understanding that, we embrace our freedom. Men do not define us. We define ourselves!

Women must be aware of their worth and choose what best suits them. Understanding this point is a process that leads to self-appreciation and self-affirmation.

Recently (again), we heard the story of a woman who couldn’t buy a dress because her husband didn’t like it. Years of feminism for this? Really?

The question is: do you like it?

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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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