Body positivity in fashion, market strategy or inclusion? approach from the perception of mexican men and women

Authors

  • Berenize Galicia Isasmendi Benemérita Universidad Autónoma de Puebla, México

DOI:

https://doi.org/10.6093/1827-9198/8920

Keywords:

body positivity, inclusion, fashion, Mexico, anti-racist decolonial feminism

Abstract

In the present research I start from the conception proposed by Jessica Cwynar —in Documenting feminity: body positivity and female empowerment on instagram— for the body positivity movement, understood as the message (visual or written) that seeks the inclusion of all kinds of bodies to promote acceptance and self-love. This movement emerges as something urgent to counteract the unreal beauty exhibited by the mass media specifically social networks. However, as Cwynar affirms, there are clothing brands that have seen in body positivity another form of commodification and objectification of the body.

     Faced with the possibility of a true inclusión, the central question of this research arises: in the world of fashion, specifically in Mexico, is it really an inclusión ori s it just another sales strategy? To answer this question, I reflect on the premises of the Body Positivity movement from the proposal of anti-racist decolonial feminism. This feminism is fundamental because it allowed, in addition, to generate a survey focused on the daily life of the respondents and inquire into their perception and assessment. The respondents were  group of 37 people (Mexican men and women, in an age range of 16 to 42 years). I present the results from a qualitative assessment.

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Author Biography

Berenize Galicia Isasmendi, Benemérita Universidad Autónoma de Puebla, México

Berenize Galicia Isasmendi Doctor in Hispanic American Literature; Professor-researcher at the Benemérita Universidad Autónoma de Puebla, México; Member of the National System of Researchers. Research lines: interdisciplinarity between literature, art and mass media, specialist in: eroticism, corporality, symbols and feminity. Contact: berenize.galicia@correo.buap.mx

Published

2022-02-13

How to Cite

Galicia Isasmendi, B. (2022). Body positivity in fashion, market strategy or inclusion? approach from the perception of mexican men and women. La Camera Blu, (24). https://doi.org/10.6093/1827-9198/8920