“If fashion is selling us a dream, why does it make us feel so inadequate? Is the fashion industry preying on our insecurities under the guise of trying to make us feel more fashionable?”
This perspective is only true if the consumer allows it.
Fashion is widely viewed as a tool of empowerment; self-expression, an amplifier of voice and identity. With that being said, we as the consumer hold the power. The industry is nothing without us. So when brands or products come along with a message that does not align with our identities or values, we have the buying power to shut it down. Of course, this takes a level of confidence and understanding of self that doesn’t always develop as early as we’d like. The vulnerability that accompanies insecurity does make way for the theory stated to thrive. However, the cultural movements of today (ex. Body positivity, self-love, feminism) and a deeper public understanding of patriarchy and white supremacy, have triggered an ongoing transformation in the industry as we know it.
Reading this question triggered memories of outrage that has sparked towards Victoria’s Secret and its infamous annual fashion show over the past few years. Growing up, the women in my life slaved over the brand, watching the show every year knowing it would trigger self-hatred. Its sole purpose- ‘to sell a fantasy.’ Women all over the world looked up to models promoting impossible standards of what our bodies should look like, eating up the unhealthy images being fed to us. As I got older that shifted. One year it was called out for cultural appropriation of native American dress. The next it was transphobia towards aspiring models. As the market increased its awareness, it shifted its resources to more ethical competitors like Rihanna’s Savage x Fenty line. This year’s Victoria’s Secret Fashion Show? Quiet.
In conclusion, whoever has the buying power dictates the truth of this question. And looking at recent cultural shifts, the consumer is too aware to be preyed on anymore.
