The fashion industry is known for the manufacture, marketing, and advertisement of different assortments of apparel, from expensive haute couture, to accessible everyday clothing (Steele & Major, 2018). Though it is known for clothing and accessories, its power and influence goes beyond that as it plays a major component in deciding what is considered ideal and what isn’t. This has led to many raising concerns regarding what the fashion world views as ‘ideal’ as its continuous promotion of unrealistic beauty standards has led to unhealthy views concerning body image. Which has resulted in many feeling excluded from society’s expectations and causing some to go as far as to adopt harmful weight-loss habits in an attempt to fit in.
Imagecourtesy https://mashablecom/article/body-diversity-photo-project
Image courtesy: https://www freepik com/free-photos-vectors/plus-sizeclothing/27
The fashion industry is heavily influenced by trends, which often changes over time as the new replaces the old. Though having a slender body type is something that has long stayed the same, which has caused plus-size models to remain practically invisible in the eyes of the fashion industry (thefashionetwork, 2023).
Social media plays the most influential role in shaping body image through platforms including Instagram, Tiktok and Facebook where influencers commonly share similar body types When the same body types are continuously featured, it sets the standard of what is considered ‘ideal’. This in turn affects what the fashion industry views as desirable and fashionable, leading to a lack of body representation.
Many brands prefer to advertise their products with models that fit the ideal standards, as they believe it can create a sense of luxury and exclusivity (DeAcetis, 2022) When consumers see models that are tall and skinny featured in luxury brands, it reinforces their perspectives in what is considered luxury and high-end. This highlights how the fashion industry views certain body types to be superior through creating a sense of exclusivity.
The choices of designers are an important aspect in deciding body representation on the runway. Most desire tall and slim models not only because they are ideal, but because their figure serves as a blank canvas to draw more attention to the designer's clothes (Hughes, 2013). This not only limits the chances of plus-size models, but it also sustains the fashion industry's stereotypical ideal of thinness
Images on social media or fashion magazine covers often showcase a perfect idealistic figure with no imperfections. However, many utilise photoshopping technology to alter certain features to make them look more desirable. “Things like body enhancements, skin smoothing, or swapping backgrounds are common adjustments seen in everyday media” (Williams, 2020). These alterations can lead people to be dissatisfied with their own bodies, as they are being compared to a digitally altered image. According to research done by Beautyheaven, “66% of Aussie women think it's wrong for magazines to edit images, while 57% regularly edit themselves to look better online” (ZaharovReutt, 2015). Although most people believe that manipulating images is unethical, many still do it themselves to seem more attractive, demonstrating the double standards held in society.
Fashion is one of the major influences to shaping body image as consumers are constantly exposed to its effects on a daily basis, through advertisements, social media, and fashion magazines (Cavusoglu & Atik, 2022) Its continuous promotion of a specific body type has influenced society's perception of beauty, bringing about a lack of body representation worldwide. Those who fall short of society's expectations can often feel excluded and are body shamed as a result Which can lower self-esteem and cause body dissatisfaction, pressuring many into adopting unhealthy weight loss practices that put both their mental and physical wellbeing at risk (Gagliardi et al, 2017) Practices such as going on an extreme diet, weightloss prescription drugs, or extreme exercising are made in an effort to seem more ideal. Those on social media who do not fit in these expectations can often experience negative comments pressuring them to lose weight This can cause many to develop anxiety, depression, eating disorders, and body dysmorphia as a result of these unreasonable demands.
Imagecourtesy:https://feminisminindiacom/2020/07/01/negative-body-imaging-disabuse-it/l
Economical considerations are an important contributing factor to the absence of body diversity, and is reflected through fewer retail options for plus-size consumers. “67% of people in Australia are plus-sized. But despite these whopping numbers, most Australian clothing companies don’t offer sufficient options for plus-sized shoppers” (AmpleFolk’s Holly Richards, n.d.). This is because making a limited number of sizes can be more cost efficient for businesses. The fashion industry tends to favour thinner bodies as it saves them both time and money, while making it easier for them to mass produce (Cristel, 2021). This sets the standard for body sizes which encourages people who do not meet these standards to feel the need to fit in by altering their physique.
Though the absence of body representation is still prevalent, many brands have taken steps to promote and embrace body diversity.
Brands like H&M offer a wide range of sizes outside of the standard sizing system, such as plus-size and petite-size.
Runway shows are also seeing a rise of inclusivity through featuring models of various body types. Fashion designers such as Michael Kors and Donatella Versace are some that have promoted inclusivity in their runway shows.
Advertising campaigns such as the SKIMS campaign by Kim Kardashian features models of different body types and ethnicity. These campaigns help promote a more inclusive and diverse image of beauty.
In 2009, the Australian government developed a code of conduct on body image, which included “diversity in the representation of body size and ethnicity, use of healthy weight models, and guidelines for the use of digital alteration” (de Freitas et al., 2018).
Imagecourtesy:https://www.wmagazine.com/story/versace-plus-size-models-precious-lee-jil-kortleve-alva-claire
Imagecourtesy: https://www.facebook.com/ModelsOfDiversity.Org/photos/a.101590415 13184485/10159241176399485/?type=3
Support brands that embrace body diversity, such as those that provide a variety of sizes.
Sharing thoughts about body diversity on social media platforms to raise awareness of the issue and to push brands into being more inclusive.
Supporting influencers that encourage body positivity by sharing and reposting their content to spread the message.
SKIMS campaign Versace runway modelsIt can boost the confidence and self-esteem of those who feel excluded, which can reduce the rate of eating disorders and body dysmorphia. Thus, allowing individuals to focus on their overall health rather than their physical appearance (Small Exposure to Body Positive Content Can Improve Body Image, n.d.).
It can enable individuals who do not fit in society's expectations to feel accepted and welcomed in the community
By featuring diverse models, it can change the stereotypical views of the fashion world and its ideal of tall and skinny. Providing more opportunities for medium to plus sized models.
Brands that embrace body diversity can open up to a wider audience, bringing in new customers and revenue
AmpleFolk’s Holly Richards: on supporting plus-size women to get active. (n.d.). UNSW Sites. Retrieved September 2, 2023, from https://www.unsw.edu.au/news/2022/11/2022-11-amplefolk-s-holly-richards-on-supporting-plus-size-women
Cavusoglu, L., & Atik, D. (2022). Extending the diversity conversation: Fashion consumption experiences of underrepresented and underserved women. Journal of Consumer Affairs. https://doi.org/10.1111/joca.12504
Cristel. (2021, March 24). How the Fashion Industry Impacted My Body Image. NutriFoodie. https://nutrifoodie.ca/blog/how-the-fashion-industry-impacted-my-bodyimage/#:~:text=Basing%20sizing%20systems%20on%20one
DeAcetis, J. (2022, October 12). The Perfect Balance: How Luxury Brands Can Maintain Exclusivity And Still Be Relatable Online. Forbes. https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxury-brands-can-maintain-exclusivity-and-still-be-relatable-online/? sh=7f09ea827e44
Freitas, C. D., Hughes, E. K., Jordan, H. (2018). Body image diversity in the media: A content analysis of women's fashion magazines. Health Promotion Journal Of Australia, 29(3), 251-256. https://doi.org/10.1002/hpja.21
Gagliardi, N. R., Harmon, J., Kane, L., Reddy, K. L. (2017). Critical perspectives on fashion textbooks: representations of race, gender, and body. International Journal of Fashion Design. 11(1), 63-75. https://doi.org/10.1080/17543266.2017.1299226
Hughes, E. (2013, March 20). Are models too skinny?…. A Little Dash of Fashion. https://alittledashoffashion.wordpress.com/2013/03/20/are-models-too-skinny/ Small exposure to body positive content can improve body image. (n.d.). UNSW Sites. Retrieved September 6, 2023, from https://www.unsw.edu.au/newsroom/news/2023/01/small-exposure-to-body-positive-content-can-improve-bodyimage#:~:text=The%20content%20promotes%20acceptance%20of
Steele, V., & Major, J. S. (2018). Fashion industry. In Encyclopædia Britannica. https://www.britannica.com/art/fashion-industry
Thefashionetwork. (2023, May 29). The current state of fashion’s lack of body diversity. The Fashion Network. https://thefashionetwork.com/the-current-state-offashions-lack-of-body-diversity/#:~:text=First%20and%20foremost%2C%20the%20fashion
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