womenempowerment

Modern beauty standards: between patriarchy and market demands

25 March, 2023

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.

Are women free to make decisions?

23 March, 2023

Apparent freedom and women playing men’s game

We have recently touched on the connection between fashion and patriarchy to demonstrate that women aren’t really free to make decisions for themselves.

Is it real freedom?

If, in the Arabic world, freedom is a male prerogative, what happens in the western world is not much different. Women believe they are free, but their image reflects a male perspective. There’s a filter in women’s brains, a male setting made of centuries of cultural domination.

Look at what happened in the U.S., where some older men just passed an abortion ban, sending the country backwards and triggering big debates worldwide.

The joke is that perhaps Americans went to Afghanistan to train with the Taliban. But when the sad laugh ends, the concern grows. Indeed, you can see that patriarchy is still very much alive.

Being a female-led company, we suffer every time we hear women saying: “I cannot buy this dress because my husband doesn’t like it.” Of course, it’s not about the dress itself but because we are the only ones who can decide if we like something or not. We cannot allow someone else to rule us, knowing that someone else is often a man.

Likewise, women are the only ones who must have a voice in any matter that involves our bodies.

Are women free?

Being a woman isn’t a free choice. The vision of a woman is a male representation because those who hold the power and who make the rules are men. And so, they impose beauty standards, the clothing we should wear, and dictate our rights too. Even whether women can study or have an abortion is up to their whim.

If we allow men to decide what we can wear and how we should look, we give them the power to take any decision that involves us.

The story is about men who want to control women and women who play the men’s game, facilitating it!

Wake up, women! It’s time to remove patriarchal layers and choose what we want for ourselves.

Fashion and patriarchy

22 March, 2023

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 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?

Enemies of the women

22 March, 2023

How the Taliban erases women from the public scene

In Afghanistan, the intent to erase women from public life is back at the centre of the Taliban’s barbaric activity. Indeed, recently they released a new decree which states some utterly regressive points: first, women are not allowed to travel alone for long distances. Second, women aren’t allowed to work outside the healthcare and education fields. Third, women cannot receive a secondary education.

In addition to that, the Taliban government ordered women to cover their faces in public. And you may think that the horror stops there, but it does not! If that isn’t enough, male relatives would be fined or jailed if the women go uncovered.
In other words, they are suggesting women should stay home!

So, in the end, not only can Afghan women not study and receive an education, but they must follow the Taliban dress code, which forces them to cover their faces fully.

We tend to have many things to say about patriarchy in the western world. But if in our culture, we still have to do a lot of work in order to reach gender equality, being a woman in Afghanistan is a nightmare.

For instance, how can a journalist give the news with her mouth covered? Again, this is a clear invitation for women to stay home.

As the news was released, some male tv presenters covered their faces with face masks in solidarity with their female colleagues. And they launched a campaign on social media with the hashtag #FreeHerFace

These people are so brave that we should support them and share their cause.

How the Taliban wants to erase women

No rights, no freedom, no school, no work. Nothing without their male guardian. A male guardian?!
These are acts of despicable misogyny. Troglodytic and brutal oppression.

Afghan women, you are so brave! #FreeHerFace