Editor’s note: The following article is an editorial and the views expressed are the author’s own.read more opinion At Griot.
Kim Kardashian’s fashion label, SKIMS, recently debuted a new campaign for its Cotton Collection featuring the Bronx-born rapper. Cardi B. The image published by the artist and brand on Instagram reads:bongo” The rapper wears curve-hugging apparel. skimadvertises itself as “setting new standards by providing solutions for every body” and specializes in form-fitting clothing. The brand’s focus on close-fitting clothing is given that its co-founder rose to celebrity status thanks to global society’s admiration of Kim Kardashian’s body shape, especially hers. Of course. rear endover the past 20 years.
but An undeniable richness What Kim Kardashian has accumulated just like her and her siblings Become thin And while it adheres to popular beauty ideals, it often fails to extend to the demographic that has historically been associated with sensual derriere. black woman. While the media industry and beauty culture profit from that aesthetic, Black women endure vicious violence.
As an expert on Black women and popular media, I refer to this exploitation as the “spoils paradox.”
Cardi B’s feature in the SKIMS campaign is important, but it also highlights the persistent fact that inclusion tends to disproportionately favor fair-skinned women and women of mixed race heritage. colorism and texture rhythm. Sociologist Margaret Hunter found that black women with lower body weight earned more and had more severe symptoms. economic disparity Between light-skinned black women and dark-skinned black women.of skin bleachingthe cosmetic surgery and fashion industries profit from these.skin color hierarchy” This may explain why she is the leading woman of color at SKIMS. Emma Greeda Caribbean mixed race.
Additionally, Cardi B, like other curvaceous black female rappers, frequently praises the size of her butt in her music. megan thee stallion, this fame does not necessarily extend to a wide population.Favored by good-looking black women #teacherpe considered inappropriate and unprofessional in workplace Wearing tight-fitting clothing can lead to punishment or dismissal.Black girls also experience this kind of body regulation at school Dress code Violations disproportionately target girls of color.
At the root of this crackdown is the stigmatization of curvaceous black women. hypersexual It is out of place in a professional environment. The uneven enforcement of this dress code suggests that the desirability associated with a more visible back view extends to women of African descent. In fact, throughout much of history, black women’s butts have been viewed as; grotesque And monstrous. For example, during colonial times, Europeans thought of African women as: Saartje Baartman ” is exhibited as a spectacle.spectacle” Exhibition.
Ironically, fast fashion retailers that rely primarily on online sales are hiring popular Instagram influencers who mimic the beauty regimens of curvaceous black women to promote their products. for example, fashion nova sells clothing inspired by trends popularized by black women in major U.S. cities, but its website and Instagram profile often feature non-black women as models in its ads.
Many of these women utilize Instagram filters, tanning, hair extensions, and cosmetic procedures to mimic the beauty regimens of Black women, also known as .black fishing” This practice appropriates black aesthetics and also incorporates certain characteristics, e.g. curved backsideare marketable only if they are not individuals of African descent.
Fashion Nova also faces accusation Appropriating and profiting from the original work of black women in fashion design without giving credit or sharing in the profits.This is how the fast fashion phenomenon of the internet age is perpetuated systemic racism. Women of color are underrated Active as a model, designer, and critic, but overexpressed garment workers in the textile industry. The circulation of Black women’s aesthetics online did not correct economic inequality or labor discrimination, nor did it provoke structural changes in beauty culture.
Proponents may argue that women chosen for brand opportunities are chosen based on their visibility as influencers. but, visibility It’s not a neutral concept. It is influenced by social structures formed by racism, patriarchy, and capitalism. Our choices in who we see and how we see perpetuate these structures.
The popularity of black women’s boots in digital media culture isn’t just shaping the fashion industry;More women receiving treatment brazilian butt lift (BBL) procedures suggest that the cosmetic surgery industry is also benefiting from new booty beauty standards. business insider reports that in 2020 alone, surgeons performed 40,000 buttock augmentation surgeries, generating $140 million in revenue. BBL surgery increased by 90.3% from 2015 to 2019. This shows that backside enlargement is not only popular, but also profitable.
The profitability of this procedure has global implications. medical tourism This practice has been revealed. Women travel all over the United States and Latin America to undergo this procedure and more. Many companies offering this service currently offer payment plans or accept payments through services such as: care credit. Additionally, individuals going through this process must also cover the following costs: Post-operative care To ensure a safe recovery.
Society needs to consider how badly various industries commodify Black women’s bodies and aesthetics. body discrimination. To solve this problem, school and business administrators need to examine dress code standards and eradicate sexist and racist elements that punish women of color. Leaders need to address how workplace and school dress codes favor white, slim body types to overcome the inequalities of the spoils paradox.
Fashion and beauty companies have recently started addressing their practices in response to social media. backlash From underrepresented groups. However, those who profit from beauty culture need to be more proactive by raising cultural awareness and considering how their business practices lead to discrimination.
By focusing on this issue, we can strive for a more inclusive and just society where black women are not reduced to mere commodities for capitalist exploitation.
Melissa C. Brown is Public Voices Fellow on Technology in the Public Interest and of Assistant Professor, Department of Communication, Santa Clara University.
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