Abstract

HEINZELMANN, Fernanda Lyrio et al. Fashion tyranny over the body: female submission versus subversion. Rev. Subj. [online]. 2014, vol.14, n.2, pp. 297-305. ISSN 2359-0769.

This paper proposes a discussion about the aesthetic standard established nowadays, presenting a parallel between the historic course of body appropriation and the multiple beauty senses. The implications of being inside or outside this contemporary standard imposed by the media will be approached, in an effort to understand the possible relations existents between fashion and the search for this massified beauty, idealized and paradoxically identifying. Female stereotypes that acquired fame by their body standard were analyzed, "mulheres-fruta", whose curvilinear and huge shape is linked to sensuality opposes to the ones from the catwalks, in which the lack of shape and food are associated to androgyny, to suffering and contestation. Remains of the patriarchy can be seen in the coercive strength of the standards and rules attributed to the different genders, designating social rules and places in society. Using the gender studies and queer studies the paper will analyze the reasons why the thinness is among the female's imaginary.

Keywords : fashion; body; gender; media; thinness.

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