A diversidade corporal nas propagandas de moda como ferramenta de desconstrução do padrão de beleza: o caso Savage X Fenty

Abstract

This work aims to analyze body diversity in fashion advertisements as a way of deconstructing the beauty standard through an analysis of images from the Savage X Fenty brand, a pioneer in portraying female body diversity along with sensuality on virtual media. Its main purpose is to understand how the current female beauty standard is deconstructed in Savage X Fenty’s advertisements. First, the importance of studying bodies in fashion is contextualized, focusing on female ones. Then, it describes the current beauty standard and provides more context on past beauty standards through a brief historic review, observes the influence of the media in the way we perceive ourselves, and also analyzes disruptive movements, such as the escape from the imposed social standards. The analyzed Savage X Fenty photographies depict bodies wearing lingerie, dating from the first semester of 2019 and were posted to the brand’s Instagram account. Six pictures were chosen for analysis, based on a criteria. A specific method of photo analysis was used, with the proper adaptations for this document. At last, the images are examined by relating them to bibliography that addresses body, beauty, media, representation and diversity.