cerveza_fiesta, on 20 June 2012 - 01:58 PM, said:
Maia Irraz, on 19 June 2012 - 05:51 PM, said:
UseOfWeapons, on 19 June 2012 - 05:26 PM, said:
Maia Irraz, on 19 June 2012 - 04:57 PM, said:
Oh, I understood the point of the study but I personally don't think there's anything really new about it, other than the fact that he's quantified things that had before only been vaguely discussed. At the same time, though, I think that we all like to see relateable people in advertising, no matter what the product. Fashion is a bit of a special case IMHO because a lot of what they sell is the fantasy of the brand..."buy Louis Vuitton because Kanye West carries an LV bag and he's cool" and so on, whereas you don't see that being referenced too much for other, more mundane, products like dish soap or cat litter, lol.
I actually do agree with the author's point but I don't think the fashion industry is going to change much. If it does, it's going to take a looooong time and as UseOfWeapons said, they'll probably need to see some serious correlations before they start that kind of shift.
The point of the study is that the precise opposite of the underlined is actually true -- that's what the major finding of the study is.
Sigh...okay, I am going to be uber duber specific here so that I can get my point across : a lot of what the fashion industry does / how it positions itself is as an object of fantasy and that's why their tendency to use unrealistic images is so ingrained (as opposed to dish soap where you'll see the everyday man or woman). I know that the study proves the opposite to be effective and more desirable from the POV of the average person but obv that's not how
fashion operates / sees itself at this point in time. If it were, there wouldn't have been a need for the study in the first place.
Heck, the study itself also references this:
Robert Kolker, a media-studies professor at the University of Maryland, argues that Dove's strategy is unlikely to translate to fashion brands because selling fashion is about illusion: "The ideal is too lovely a fantasy to give up.... Fairy tales are more potent than reality."
And now I'm done with this topic.
I see what you're saying Maia, and it does make sense. Fashion might be too set in its ways to change its ideology, but if anything is going to change it, it's going to be the money argument.
That's why I made the distinction between the "industry" and "high fashion" in my last post. The latter will do whatever it wants regardless of what anyone thinks. The former is very motivated by the bottom line, and I dont' think for a second they would let a competitive advantage pass them by just because of some "selling the fantasy" ideal. Not that it won't take some convincing on Barry's part, but it does seem he's gone about it in the right way to construct an effective argument.
I dunno, whatever change he can manage to effect won't happen overnight but once his concepts are demonstrated by a few open-minded early adopters I can see the idea of diversity in fashion modeling really taking off. Again, modeling for the "industry"...not for the catwalks in France and Italy.
Regarding the underlined: I think you may underestimate the connection between the two, in the way of how fashion is being made/determined. Take your average H&M/ retail clothing store: they analyse what is on the catwalks, what the big brands are
going to do, and reinterprete that to their own confection styles. It is not for nothing that harem pants were being sold everywhere a couple of years ago and were completely gone the year after, or that summer dresses have a high cleavage line and a low back or are just past or just above or below the knee in one season and the other way around in the next, or that skinny jeans are hot to trod for men one season and a straight cut the next, or even that the colours yellow and blue are the spring colours this season. It is about adopting trends and the trends
are being set by the designers of the big brands. There is a massive top-down influence, and a lot of what models do, isn't just advertising shoots or catwalk stuff.
Also, I doubt it is just one man (the researcher) making a change, nor do I think he is the only one who has seen the light. If that's what you think, well... Barry's sold you a fantasy
Finally, it is funny you mention France and Italy. They're hotbeds of fashion, most definately, and yes, a great many of the designers who are so adamant on using stick thin underaged girls (Lagerfeld, I'm looking at you) are Euro-born or Euro companies. But both of those named countries have codified law (France already in 2008) against using overly skinny models or promoting anorexia (fine line there) which are outside influences on the world of modelling in places that can make a change. Similarly, the London Fashion Week was told by the City of London over four years ago (Livingstone was still mayor) to be sensible about the size of models or lose the city's contribution to the cost of organising it, and Victoria Beckham (herself not always the example of a well-fed woman) used sizes 4-6 only instead of the dreaded size 2. It is still nowhere near the size 14 which according to the OP article is standard, but it is an improvement. The fashion world itself is already moving. They know it is an issue, as Maia said. It isn't new, it is just quantification that's being added (and that makes it a more visible and a more dire issue, perhaps).
Finally, as a note on something else completely: Nic, I have no problem with you seeing conspiracies behind everything, nor with posting about it. But the only thing that often relates your posts to the OP is a google search term, in this case, modelling or fashion (probably followed by mind control). Your post has nothing to do with weight/age distribution/ representation or model health, which is what the other 17 posts before your first post were about, and this is not the only topic where you do this, only the most recent (probably until I check the Syria thread).
In the future, when a conspiracy-brain wave comes to you while reading an existing topic, could you be a nice guy and start a new one instead, calling it for example
US Government Brainwashes us through Fashion Advertisement?
Everyone is entitled to his own wrong opinion. - Lizrad