The male gaze remains present in fashion and beauty, but its influence is evolving and becoming more subtle.
Despite the push for diversity, body positivity and empowering female gaze portrayals, the fashion and beauty industry still predominantly promote traditional beauty standards and objectify females to appear desirable to the male gaze.The male gaze is the troubling concept that places women in the context of male desire. Women are portrayed as sexual objects intended to be physically desirable for heterosexual men.
In addition to physical objectification, another characteristic of male gaze media projects a significant power imbalance between males and females. The “damsel in distress” archetype was prevalent in film and popular in fashion campaigns before the 2010s. Female characters often play the helpless victim who needed to be saved by a heroic male, highlighting the stereotypical image of a fragile female and a strong male.
As consumers of the media, not only does the male gaze sexualise and objectify women, but its effect expands to viewers. As explained by a critical article by Masterclass, the prevalence of the male gaze conditions women and impressionable girls to adhere to a patriarchal conception of how they should look and act. In addition to physical appearance, male gaze-centric campaigns portray females in subservient roles to satisfy male desires, displaying a genuine lack of empowerment.
Despite the push for diversity, body positivity and empowering female gaze portrayals, mainstream fashion and beauty industries still predominantly promote traditional beauty standards that align with male-dominated ideals. Traditional beauty standards like slim figures, flawless skin, and conventional attractiveness are being challenged and reshaped, but remnants of the male gaze persist in various forms.
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