A notice published in Craiglist I was looking for women who were not professional models with the following characteristics: “refrain actresses, models or participants in reality shows, we are simply looking for real women for a new advertising campaign, conditions: age 35 to 45, Caucasian, Hispanic, African American and Asian. You must have a flawless skin, no tattoos or scars, beautiful arms and legs (you go to photograph in towel!), naturally beautiful, shaped bodies, very thick or very athletic. Beautiful hair and skin are a must”.
Looks like either one ad for one campaign either: the problem is that this announcement was looking for women for the new Dove campaign, the brand that calls for “real women” does not want to in your ads too fat women, or those who do not have pelazo or have some type of scar. Not only that, but that is looking for women who have a “flawless” skin, as if it was something so simple. Who, I wonder, be thinner or thicker can boast of having a body without any defect? Or a stretch marks, cellulite or simply a stain of birth?
With the arrival of the call “curvy revolution” We analyze if we are faced with an real revolution or before a series of very lists companies who have found the new goose that lays the golden eggs.
Not aplaudas both: is only advertising
Dove launched its “Campaign for real beauty” in 2004, was in response to a long investigation that culminated with the study The Real Truth About Beauty: A Global Report, This study revealed some startling facts: just the 2% of women interviewed considered to themselves “beautiful”, don’t have to be a mathematician to understand that there was a 98% of women who did not feel comfortable with your body, but how to feel beautiful women in a society that is constantly sending messages that you have that be perfect 24/7?
Since 2004, Dove He has continued betting by this campaign and its “real women”, was the first company of cosmetics that did not use supermodels to sell their products and today is still revolutionizing their campaigns: their videos become viral in a matter of hours since they always show women of different ages and are not “cover girls” usually grappling with problems of self-esteem. What promotes Dove It’s just beauty is a State of mind, that should be a source of confidence and no anxiety for women, thus, created the Dove® by the self-esteem movement to expand the meaning of beauty and that within this new meaning more types of women, were not only the supermodels.
The problem is that it is not gold that glitters: in the article The good, the bad, and the ugly of the Dove Campaign for Real Beauty, Angela celebrate and Ashley Waggoner Denton They analyze the brand campaigns and above all, the different opinions that generate: since I have gotten change the rules of the game or that he is a breath of fresh air until it is completely hypocrite and even sexist. Your ad to find women for their campaigns is proof of that, is not hypocritical to a brand that seeks to expand the meaning of beauty reject “too thick” women?
Another of the criticisms that we find is that, despite being launched a positive message, It should not be forgotten that it is a company, i.e., that they are promoting a message of “real beauty” and acceptance of our bodies, they are as they are, so we buy, ultimately, firming creams so our skin does not become flaccid.
Ellie Levenson, regular journalist for publications such as The Guardian, The Times or Cosmopolitan and author of the book “The Noughtie Girl’s Guide to Feminism” writes about Dove in a chapter entitled”The Body Beautiful”where explains that:” despite the fact that Dove tries to show ways to less conventional beauty, fails fully to reject the idea that there are people who are simply ugly and most importantly, absolutely nothing happens, that women ugly are equally valid as women “, and continues”:
If Dove really take seriously their message to increase the self-esteem of women would do with values such as tolerance, understanding, kindness or respect for inner beauty, but giving more importance to external beauty simply continues to promote the idea that women should be judged by their physical appearance
The second reason why Dove generates so much controversy is because it belongs to the company Unilever, owner also AXE, which as we all know, exactly promote ” values ” contrary: statuesque women turned into sex objects for the pleasure and delight of men. Looking at it as well, that sounds rather hypocritical.
But above all, is that a brand should not define what is a real woman, because we are all real women: high, low, fat or thin, stretch marks or tattoos or without them, ugly, pretty, or simply normal. And above all, to advocate for the real woman You can not ignore the authentic reality: that women exist beyond the 44.
Are they changing the brands?
Recently Mango It has launched a new line of clothing called Violet aimed at those women of “plus size”, size 40 to 52. Few brands have paid attention to the sizes so far and much less similar marks to Mango, I speak with Raquel blog I’m Curvy, this:
Women we have more sizes of the usual average (more than one 44) increasingly have more options, so things like that handle has a line of large sizes is wonderful. We feel great to start to pay attention but, despite that, we continue feeling taking us a little hair, because the clothing is still ugly and they are still intent on hiding our curves all the time. In addition, just as there are different types of thin women we also we are different, at the end we have to adapt more than ‘normal’ girls because our offer is much lower.
About the collection, Doublecloth I said the following in a post entitled “why would anyone listen to plus size girls?”:
I’m devastated, I’m a desolate plus size girl, who had hopes in violet and has been flattened. Hopes of finding a lot of nice clothes that I would like to put and not a collection of basic garments, with rubber instead of buttons and I I just put that my mother (who is very modern, but has more than 60 years). That one I’ll buy, but I expected more.
This seems to be a common problem among the curvy, in the documentary”A perfect 14″(A perfect 44) where it follows the life of three models of large sizes, speak of similar problems, as well as say that this segmentation of carvings is” something like the last new forms of discrimination, the reality is that you separate or distributed depending on your size when you go shopping”.” In the documentary explores further the problem of visibility of the large sizes: “there is no problem with portraying a thin model in an advertisement or in a magazine, but when it is given in the 95 or 99% of the cases is that there is something that is not well”.
Where is the real revolution?
I was interested just talk to the creators blog I am Curvy because they started a very interesting project where they wanted to start a curvy revolution: give a voice to those who pass through the standard.
Same as Internet He managed to give a greater voice to feminism, I wonder if he has also succeeded with women in large sizes, Raquel says Yes: “I think that the Internet has been imposed on all and makes all, companies we also realize realize that we are much more pluralistic.” “But let us not deceive ourselves, the brands of clothes are a business open branches or stores with large sizes because it is business, every time there are more people who need them so they cover a need”
What, then, this revolution? From I am Curvy They speak clearly: “I’m Curvy exists to help you bypass the standard and build your own.” To accept you as FAT or different without feel guilty or rare or, even, to know that you are rare but gives you just because you prefer to be happy…”
This is a revolution that does not come from brands, whose interests in the end, are getting more revenue: is a revolution that starts to give voice to different types of women, who have found a speaker on the Internet. Although there is still way: can not be speaking of a revolution if we continue to use euphemisms. It will come when people use the word “fat” with the same freedom that uses “thin”, when the fat Word ceases to be an insult or a taboo.
When is the champion of this ‘revolution’ no longer Christina Hendricks, Scarlett Johanson or Monica Bellucci and they are women who use a 44, a 46 or a 48 and have no waist WaSP, guitar bodies and quite sculptural figures.
When brands are no longer make separate catalogues, the “normal” people and the “curvy” and stores stop segment clothing, moreover, when brands make clothing with which a young girl of size 44 don’t feel that you are dressing like her mother. When on the catwalks we see different sizes unless that amaze us or reason to applaud the designer of shift.
And ultimately, when the marks are no longer promote a “real beauty” that leaves out the reality many women.
In Jezebel continues the curvy revolution: Ashley Graham cover of Elle Quebec