When Fashion Stops Being a Creative and Regenerative Force and Becomes an Ugly, Pornographic and Commercial Trap

At The Style Examiner, we strive to be guided by the premise that fashion is essentially about wearing what makes you feel comfortable and confident. This should be an ever-evolving personal process that relies on acquiring the knowledge and experience of wearing a garment or accessory in order to make it one’s own and develop an individual and unique sense of style. With this view in mind, we find it very worrying to witness the expansion of mass-produced and mass-consumed fashion retailers whose sartorial concepts and looks rely on exploring fake heritage imagery or the cult of the body beautiful.

It is undeniable that, throughout the history of fashion advertising, promotional campaigns have relied on superficial beauty and sexualised imagery to draw customers into stores. Traditionally, this enticement stops on the shop floor, with brands allowing consumers to experience their products from a personal viewpoint in a purposefully created sense of individuality. However, when brands such as Abercrombie & Fitch, Hollister, and Gilly Hicks openly embrace skin-deep beauty, physical perfection, and sexuality purely to sell basic garments, accessories, skin products and fragrances to teenagers and young adults before, during and after the purchase stage, we cannot help but finding this a very unsavoury development in the fashion world.

Proof of this state of affairs happened on 12 May 2012 in central London. On that day, the British capital was inflicted with the sights of dozens of attractive, well-built and nearly naked young men and women who paraded throughout the city as part of a marketing exercise to celebrate the opening of the flagships stores for Hollister and Gilly Hicks in London. If, on the surface, this revealed a commercially savvy strategy to promote a fashion brand, deep down it was evidence of an extremely problematic and dangerous view of the human body as marketing tool.



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