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CREATING THE BODY IMAGE OF THE FUTURE
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GETTING REAL
THE FUTURE OF BODY IMAGE
As the fourth-wave of feminism fuels the debate on body diversity, young models, actresses and fashion bloggers are making a name for themselves as they inspire women to embrace their bodies, whatever their size. Can new students of fashion be the ones to make a lasting change for body diversity in the fashion industry?
The influence of the body positive movement in this fourth-wave of feminism is unavoidable as women everywhere are supporting it by sharing their uplifting messages on social media. A number of plus size models, Ashley Graham, Barbie Ferreira, Denise Bidot, are breaking boundaries in the fashion industry. Over the past year an army of campaigns have arisen from these pioneers of this body diversity revolution, challenging body ideals. ‘All Woman Project,’ ‘Body Party’ and ‘Gurls Talk’ aim to make a difference through their online presence and thought provoking films. While hashtag campaigns
such as, #effyourbeautystandards and #droptheplus, encourage everybody to share these messages. These endeavours are now seeing some recognition from iconic fashion publications. Established companies such as Instagram and Seventeen magazine have teamed up in attempt to encourage a shift in social standards. However are other key stakeholders doing enough yet? In a new short survey of fashion students, responses revealed a majority view that the next generation will have the most significant influence upon body image 3
their campaigns and design clothes for that specific body type. If there were more designers willing to break the rules a bit then maybe it would become more acceptable.” And Jess hopes to do just that. As an aspiring fashion designer herself she says: “I want to make clothes that can be available to anyone, any size, so that everybody feels like they can be part of the fashion industry and you don’t just have to fit in this one box. Designing for all body shapes. On catwalks and photoshoots I would love to have a variety of models of different sizes all in one shoot, not separated into plus size, so they’re all one and people don’t feel segregated.”
diversity. These young creatives are learning that connecting with consumers through representation and supplying what the customers want and need will likely prove profitable for designers and fashion businesses. Many may break the bounds of diversity therefore not just to empower women but to engage in a potentially lucrative market, in this cut-throat industry. Exposure to new campaigns must surely be influential in shaping the future vision of the industry, for todays’ fashion students. Many ambitious young designers express their desire to see a wider range of models for young girls to look up to. There is a sense for many that current generations have been negatively impacted by the illusion that the ideal body is a size zero, but that we should take a stand for children; so that they aren’t met with the same issues. Many see the opportunity for everyone to make an impact with small gestures, such as promoting diversity through social media. A view that everyone can contribute toward changes in the way our society views body image and hopefully for this to be respected and reflected in the fashion industry.
Much like many young designers, Jessica feels that it is the next generation who are going to bring about lasting change for body diversity. “I think the people who are already in the industry are probably set in their ways. It’s the future generation who see the need for change and are more willing to break those boundaries. That’s probably because, in the fashion industry, in order to stand out you need to make something that hasn’t been done before. I think the future generation are aware of that, I am aware that you have to do something different for it to get noticed.”
Meet Jessica Shaw, 22, a second year fashion design student determined to change attitudes toward body image in the fashion industry. As someone who has been aware of the size exclusive nature of the fashion industry, since shopping for clothes as a child, Jessica hopes she can contribute to greater diversity in her career. “I think it’s probably the designers,” she says, speaking of who she feels holds power over creating greater body image diversity. “They are the ones who come up with
Young designers also see the need to stand out in this highly competitive market in terms of the skills they are providing. For Janine Hunt, Head of Fashion at Northumbria University: “The older generation are only too aware of the lack of representation of styles to suit their body shape, my view is that there 4
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is a shortage of pattern cutting mastery in the industry and appreciation from consumers,” she says. For many brands who have struggled in recent years due to loss of garment quality, the solution could be to employ well equipped designers who can deliver quality for every size of clothing. This is a lucrative area of opportunity for young creatives to utilise, and at the same time this opens up a chance to promote body image diversity.
ethics, in an interview in 2015 for i-D. But it is likely that “it will take more than just the fashion industry to broaden body diversity. The fashion industry can help promote, however it is only one of many industries,” as Victoria a fashion graduate working within the fashion industry recognises. Clearly young creatives will soon be defining diversity in the industry and there is hope for lasting impact now they have the inspiration, support and motivation to achieve this. But it doesn’t end there. Everyone can and should contribute towards body image diversity day to day by challenging the status-quo and by joining the campaigns. Together let’s make this change we want to see.
Fashion students entering the industry truly hold a great power to turn this momentum from a fleeting spectacle to a lasting revolution for body image diversity. Caryn Franklin, Fashion Editor and Co-editor of i-D in the ‘80s and Co-founder of All Walks, reinforced that young creatives will be key to engaging the fashion industry in better
Text: Ellen Cochée Images: Ellen Cochée
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“Many ambitious young designers express their desire to see a wider range of models for young girls to look up to� 7
“Fashion students entering the industry truly hold a great power to turn this momentum from a fleeting spectacle to a lasting revolution for body image diversity�
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