Fashion Fails, Style Stays

By Divyanshi Chugh


Thin is In

In light of the socially valued ideal of unrealistically thin body builts of women, something that is today perceived as ‘normal’, the recently released “The Dirty Picture’s” Actress Vidya Balan, with an ideal Body Mass Index, looks rather “fat” than healthy to most men, and even more so to women, so much so that her 12 kilos weight gain becomes national news. With the seductive influence of the West, and the prevalence of thin models in advertising and cultural media, even a single layer of extra skin is perceived as unneeded. Its the current
trend: thin is in.

Psychological and Cultural Causes

Large numbers of contemporary Indian adolescents, teenagers and young women yearn for a quixotically bony body shape for themselves that could be detrimental to both their emotional and physical health. Indian Cinema continually portrays as positive, western values of thinness, causing women to be increasingly dissatisfied with their bodies, leading them to overestimate how thin they need to be, and restricting their food intake even when hungry.

While perceptions of the endomorphs (people who gain weight easily) are today characterized by a lack of willpower, a dysfunctional way of coping with stress, sensitivity to food cues such as food sight or aroma and emotional disturbances, ectomorphs (typical skinny people) are rated as most sexually charming. The thinner and the less curvaceous the body, the higher is a woman placed in the hierarchy of physical attractiveness. Kareena Kapoor’s size zero figure allured millions of fans across the country to attain the impossible. Through much of the Indian history a full-bodied figure was esteemed, but in recent decades, stemming from the social pressures to conform to cultural standards of beauty, women aspire for the “swimsuit” body and restrict food intake. Its a two way causal process really, with the society affecting the media/culture and vice-versa. For eg. To advertise a shaving blade, a woman touches the soft cheeks of the man. Through the process of classical conditioning people start associating attractive women to products. This not only leads to objectization of women, but contributes to a larger causal effect in society where women are desirable only if they are of a certain “type”. This turns into a vicious circle, with the media then, feeding this already built notion and expectation in the minds of its audience.

Research Studies

Naomi Wolf, an American Author says that competition amongst women on the basis of their bodies is vigorously encouraged by the beauty industry, for it has a vested interest in women’s dissatisfaction. This is proving to be true in the Indian context with the establishment of a flamboyant and large “beauty” and “healthcare” industry that plays not only on the weight factor but also the colour of the skin. The findings by Hemal Shroff, on Body image and eating disturbances in India replicate and extend previous work in U.S., Australia, and Sweden, suggest that there are similar potential risk factors such as Media and interpersonal influences, cross-culturally, that may explain the development of eating and shape-related problems.

Thus, Research validates the fact that women’s bodies are socially constructed as objects to be watched, and assessed. Ironically, women themselves engage in self evaluation. Such beliefs then, ultimately become a self fulfilling prophecy.


It is only when women free themselves of the “beauty myth” and get sensitized to the social construction of their bodies as objects and understand that cosmetics and clothes are just one of the forms of self expression among an array of others, that they can start growing beyond the social constructions of femininity, respecting their bodies and focus on staying healthy. Our common erroneous perceptual hypotheses about women’s bodies need to be altered. Each one of us, as a woman should make an effort to not blindly conform to the prevailing aesthetics and to not be dependent on men’s preferences, but let the health concerns govern body satisfaction. It is also incumbent on men to expand their thought and look beyond a woman’s body. It is a slow process no doubt but concerted efforts from both sexes is imperative.

And lastly,

Dear Fashion Industry,

Please look beyond the unhealthy and unrealistic images to which you have become immune. I urge you to widen your perspective and pay heed to the unfortunate social implications of the fantasies for men and skinny physical ideals for women that you propagate.

Thank you
 A girl


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