In the present day scenario, I find it quite apparent that all fashion trends mainly target women. I have witnessed that be it big brands like Versace, D&G, and Gucci or a local brand such as Primark, everyone wants their media agencies to hire models that are size zero and very few brands have slightly bigger sized women to endorse their product.
Seemingly when the question comes to sanction a new product or a new launch arises, the media supports size zero models thus influencing the designers creations. While browsing through various fashion magazines I found that the media agrees with Rosalind Coward’s statement, “The ‘perfect’ female body would be between five foot eight, long-tregged, tanned and vigorous looking, but above all, without a spare inch of flesh”. (Coward,1984,P52).Subsequently, women with figures fitting the above statement are considered ‘ideal’.
Undoubtedly media’s representation of female figures has affected society as a whole, leading to women of every age group and mainly the younger generation trying to be size zero thus overlooking their physical, social and other limitations. Benjamin A Straight of The Two Finger Diet mentions in his book that “Mellican adds that that there has been pressure on women to conform to prevailing fashions and standards of beauty” (Straight, 2005, p. 36). The portrayal of thin or size zero women as the one that every one yearns for, a hot pick of leading brands coupled with various added advantages has even compelled women to go to every extreme to attain that figure. Even Benjamin says, “Having the appropriately sized and proportioned body increased a women opportunities for value and esteem from herself, her female peers, males and society” (Straight,2005,p.63)
Browsing through the results of various market trends and surveys, a majority of people wish to have size zero models to endorse their favorite brands. Only few women wished some plus size female models to market their product”. Younger women on the other hand have gone to extremes to be thin or as per the lean models showed in various endorsements or print and digital media ad campaigns. As per renowned Rosalind Coward, “No one wants to be lump when they could be firm; it would be like choosing to be daft when you could be bright” (Coward,1984,P59). He has rightly manifested in his book that “There is definite female outline which is considered the cultural ideal”. Media portrayal had made size zero a rage among all age group women.
Now, after following the current fashion trends where only zero size models showcase the creations coupled with the popularity of slim and trim international models and Hollywood stars, the words of Benjamin appears true to me i.e. “The female image in the media has completely changed from being voluptuous and curvaceous in the 1940s to being busty and narrow hipped from the late 1960’s through 1980’s”. (Straight,2005,p.62)
Whilst researching the topic, “How is the representation of size zero models in media affecting todays society?” evidence was found that women in the younger generation felt that they needed to ape the size zero models in order to be accepted and appreciated in society.
The book ‘The Two finger Diet’ by Benjamin A Straight traces the roots of this phenomenon and its development to the present. He ultimately concludes that ‘ideal’ female is purposefully unattainable and leads to several personal as well as social problems. He stated, “This body type, almost anorexic is not an isolated phenomenon, but instead has become the idealized standard of beauty and fashion since the 1970’s” (Straight, 2005, p. 36). According to Straight, women are taught that appearance is the most important part of their lives, it is more important than what they think and that their appearance effects social opportunities. The male gaze is the main marvel of this book. Men want to perceive women in a certain way that...