FEEDING THE BEAUTY MYTH
Naomi Wolf, the author of "The Beauty Myth: How Images of Beauty Are Used Against Women," defines beauty as the last stronghold that upholds male dominance. Throughout history, women have been subjected to a narrative that dictates their worth based on their adherence to narrow standards of beauty imposed by the male gaze. This notion of beauty revolves around a limited set of physical attributes, perpetuating a cycle of insecurity and inadequacy, particularly as women age. The media and beauty conglomerates further exacerbate this damaging ideology, fostering an unhealthy obsession with unattainable beauty ideals. However, these harmful notions extend beyond women alone, as mass media and advertising exploit all genders to sell products while perpetuating cultural and age discrimination.
In recent years, female empowerment, self-expression, and the rise of second-wave feminism have begun to challenge these prevailing beauty myths. Social media platforms and contemporary anthropologists have become instrumental in dismantling these constructs. Yet, there remains a dissonance in the messages conveyed by individuals and brands striving to abolish the beauty myth. While they advocate for inclusivity and self-acceptance, they continue to promote products that perpetuate the idea that one must perpetually improve their appearance. This paradox underscores the complexities of female agency within the feminist discourse: Is self-empowerment and self-expression through fashion and beauty contradictory to the goal of feeling beautiful regardless of societal standards? Marshall McLuhan's observations on media impact in contemporary anthropology echo this uncertainty, emphasizing the ongoing debate surrounding the significance of personal choices within the broader context of feminist ideals.
In the present day, diversity and inclusivity have become prerequisites for fashion brands, demanding a representation of all body types. However, despite the progress made in featuring culturally diverse models on runways, there is a noticeable absence of size and age diversity. The industry's adherence to the "logic of wrong" perpetuates the idea that diversity is exceptional because it deviates from established norms. To truly dismantle the beauty myth, diversity must be normalized, eliminating the notion that beauty must conform to a singular and universally accepted standard.
To effectively eradicate the beauty myth, fashion brands must consistently feature models of diverse cultural backgrounds, sizes, genders, and ages in their campaigns. Fashion media should steer clear of perpetuating stereotypical depictions of beauty. Several brands, such as Australia's Hara the Label, have championed this cause by employing models who defy the traditional "skinny and white" archetype, fostering a sense of inclusivity and normalizing diverse bodies in fashion. This ethical pursuit also aligns with the financial incentives highlighted in the 2020 McKinsey report, which emphasizes the increasing demand for inclusivity and diversity in the fashion industry.
By eliminating the beauty myth from the media, fashion, and cosmetic industries, we pave the way for future generations of women to embrace their individuality without the burdensome pressure to conform to societal molds crafted by men and mass media. In doing so, we foster a world where beauty is not confined to a singular ideal but is celebrated in its myriad forms, empowering individuals to define their own sense of self-worth.
