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Not as much as some people may think. 100% of images on Instagram can be so
Obviously I look at other girls that go to false; lighting and photoshop have more
the gym a lot, and Im like wow I need than likely been used. If I wasnt in the
to go gym more [laughs], but Im happy fashion industry I wouldnt know about
with my body and I get booked for work, the amount of editing that goes into
so clients must like me. post-production images.
Do you feel that working as a model,
there is a certain expectation of you to
look a certain way all of the time?
When I was 16 I didnt care about what
I looked like compared to girls in the I dont think there is a certain way they
lower generation, but it seems 16-24 want you to look, but I know companies
year olds mainly have their head in their want variety in models, i.e. hair colour,
phone on social media platforms at cut and maybe physique too. As a model
the moment, and that cant be good you need to be looking your best at all
for them. times, I make sure my hair, nails and skin
are in perfect condition all the time.
Do you think social media has had
any negative impact in your modelling What aspects of the Fashion and Beauty
career to date, especially being 22 and Industries in particular do you feel most
working within the realms of fashion? affect self-perception and body image
issues of viewers and customers?
No not really, I dont think I have enough
followers for it to have a negative impact Photoshop is a big one, how you can
on me. I see girls with 50k plus followers change someones whole image and then
and they get abused in the comments
on their own images, its disgusting. I
think if it got to that I would come off SOMETIMES I LOOK AT
social media as theres more to life than MYSELF AND I DONT
people saying nasty things when they
dont even know the person that theyre EVEN LOOK LIKE ME IN
being negative towards. THE MIRROR BECAUSE
IM CONTOURED TO
Have you had any negative experiences
with brands or modelling agencies HIGH HEAVENS!
where perhaps their expectations of
you were different? Perhaps post- use the image everywhere is false to me.
production images can give clients an Within the beauty industry, obviously
idea of something that isnt real? makeup is a huge part. Sometimes I look
at myself and I dont even look like me
No not yet, and I hope I dont in the in the mirror because Im contoured to
future. All my agencies have been really high heavens! So young girls wanting to
happy with me and my shape, and we look like a model or a blogger that they
also do test shoots for my portfolio have seen because they contour or use
showing a range or pre and post- MAC makeup would be a massive self
production images. perception issue!
Working around this major issue in
the Fashion Industry, ASOS for example,
have a Model Welfare Policy in place to
ensure that all of the models used in
Has imagery of you been published their promotional materials are deemed
whereby your body or real body healthy in regards to physique and
shape, has been digitally manipulated weight. Have you had any similar
without your say? positive experiences with brands or
modelling agencies where policies
No never, most photographers say Im are enforced or positive body image
really easy to work with as I dont need is promoted?
photoshop as my skin in great.
This is the best thing thats came to the
How do you feel in general about using fashion indsutry and the wider society. I
digitally manipulated photography? dont work with a company that has any
policy in place, but I think it should be
I think its ridiculous. If they found a implimented worldwide.
model with what they was looking for
instead of creating a fake image of
somebody to fit the brand, or look CAN YOU IMAGINE
I think the world would be a better LOOKING AT AN IMAGE
place in terms of self-perception and
self-confidence. At least young girls
OF YOURSELF WHICH
would know the image is a real person, LOOKS NOTHING
and could aspire to that and not a false LIKE YOU? I CAN ONLY
entity created for sales and the media.
IMAGINE THE SADNESS
Do you think clients and brands can get
away with such manipulation without Do you feel that the use of a National or
their being any impact on the model? International Policy on healthy model
use and positive body image would help
Its really sad, its like the client doesnt the industry in regards to promoting
know that the model will know that they body confidence and positive
have changed it completely. Can you self-esteem within young females?
imagine looking at a image of yourself
which looks nothing like you? I can only 100% there is a lot of models that are
imagine the sadness that I would feel if so underweight, even some that I have
I witnessed it, and it happened to me! worked with. To young girls they look
I think it would be really damaging and amazing, but if a doctor was to analyse
could lower your confidence massively. them, I am sure they would be worried.
With enough work people can
construct the appearance that they
want. Such understanding emphasises
the visual, pointing towards a world of
gazes, mirrors and spectacles
Stratton (1996)
MODERN
MUSE
porn chic
porn chic
HOW
TO BE
SOCIAL
MEDIA
FAMOUS
the key to successful
lights fashion marketing;
hire a photographer,
find a good location, strike
take 5 outfits worth
of photos in a day and a pose
remember, act like no
one is watching.
what to wear;
The dichotomy regards class and social Wagatsuma argues that the notion
status in Japan rooting back to the of white/beautiful versus black/
1800s. Japanese beauty blogger Nicole ugly originates from a preference of
Takahashi explains; those whom worked whiteness being rooted in Japanese
manual labour jobs outside gained a tan, peoples own history combined with
and were therefore deemed by society a huge Westernised consumer culture.
to be poor, whilst those who worked This culture is often seen in department
inside, were lucky enough to keep stores; Western brands such as LOreal
their light skin, in turn exuding a more will still use Western models for the
affluent status. For Western women campaigns, whilst Japanese brands such
this dichotomy is often hard to relate as Shiseido will take the same approach,
to, with the polar opposite being key to hammering home a constant ideal of an
their lifestyles and ideals; being tanned ideal light skinned woman being the
means one has been on holiday, and has face of modern day beauty. In Japanese
enough money or the privilege to do so, culture, Western models will feature
whilst also stemming back to fashion in highbrow magazines such as Vogue
runway shows such as Victoria Secret, Japan, mimicking this socio-cultural
whereby all the models are bronzed, ideal. Muramatsu, the Beauty Director
deeming a sexy look. at Vogue Japan states that if an ideal
Western model cant be booked for a
In theoretical terms for context, this photoshoot, Western-looking Japanese
correlates with Tajfel and Turners models will be used giving the Japanese
(1986) social identity model, whereby a symbol of aspiration and affluence to
in-group and out-group comparisons strive towards and buy into.
Cash et al. conducted a study for supplements, face masks and drinks.
Japanese beauty and skincare brand Products of this bizarre nature to
Shiseido in 2016, claiming that applying Western women, claim to give babyish
facial cosmetics affects womens self- skin, hinting at youthfulness. The
image positively even if in Japan this advertisements and product packaging
denotes youthful, natural skin. Takahashi however show this in a perverted
also claims that the typical Japanese manner, opposed to using youthful
woman applies makeup often to look models. Images often used showcase
like there is not makeup on, rather Western babies to endorse such
using cosmetics to polish perfect, product traits and contents. This itself
light skin, opposed to focusing on heavy shows an extreme cultural obsession
and glamourous makeup trends which with youthfulness. It is worth noting
are often seen in the West, and this is however in context, that Japanese child
reinforced through beauty editorials as pornography was only made illegal in
often seen in the Japanese editions of 2014, hammering home how popular
Vogue and Harpers Bazaar. The Shiseido youth and baby culture is in Japan
study also found that, attractiveness of across an array of markets.
Japanese women was rated the highest
for light makeup faces, opposed to heavy In addition, many cosmetics brands such
makeup faces. as Maybelline in Japan, are promoted
using fair skinned Japanese models with
This is reflected through the range of blonde hair and blue eyes, echoing and
beauty products available in Japan, promoting the stereotypical Western
most of which embody; skin-lightening, ideal woman, which are often shown in
and anti-aging. Kikuchi et al. states editorials and advertising campaigns.
that, aging has a negative effect on
the skin that is important for aesthetic It is evident that even though the
evaluation of the face ... revealing that Japanese ideal stems back to a
aging increases colour heterogenity, historical, socio-cultural background,
meaning a wide range of beauty there is an influx of Westernised
products are available to counteract this consumer culture which influences
natural change, whilst also conforming the self-perceptions of many, in order
with the ideal look of white, Western to achieve a desired look which is not
skin as popularised through advertising, natural for ones race nor ethnicity, even
magazines and consumer culture. though deemed the ideal. It can be
The range of beauty-led products in thought however, that on the flip side
Japan reinforces this through the use of how in Western society would one feel
copywriting and model selection. Anti- and react to being constantly bombared
aging products in Japan often include with images of Japanese women? How
collagen and placenta extracts, coming would this affect the perceptions of
in the form of creams, cosmetics, women? Maybe we will never know..