The Beauty of Millennial Fashion

The Wall Street Journal: “Makers of clothes and cosmetics are starting to keep highly sexualized or unrealistic images of women from their advertising in response to pressure from millennial women and their younger counterparts in Generation Z. An ad campaign by New York-based designer Alexander Wang debuting March 5 will show no women’s faces or bodies. Instead, it will display the clothes and what Mr. Wang calls ‘the spirit’ of the women who wear them … Just last fall, his label’s ads included an image of a scantily clad model sprawled atop theater seats with an Alexander Wang handbag between her legs.”

“Even before the #MeToo campaign against sexual harassment, many of the millennial and Generation Z women these brands are courting had been protesting the stereotypical, highly sexualized or unrealistic depictions of women in ads.” Rachel Saunders, of research firm Cassandra, comments: “Part of it is the modern push for gender equality, but also because a super sexualized ad is going to make [the brand] seem uncreative and outdated to them. For young women, buying beauty and fashion products today has less to do with attracting a partner than it did with previous generations. They see it as self-care or being my best self.”

“Before, women opposed to such depictions didn’t have the megaphone of social media, she added. They also had fewer alternatives if they decided to give up a particular brand. However, the internet has shifted the balance in the shopper’s favor, giving her more clothing choices and a voice to influence brands.”


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