Fashion And Stereotypes

So I was thinking about designing and building a site that's dedicated to fashion

accessories but I thought a lot about the images associated with fashion - and the purpose of fashion, too. I'm not sure if I should follow the same stereotypes conveyed by lots of media practitioners, or if I should use a free-form type of fashion statement instead.

And it was a free-form approach that really began to inspire me. One that wasn't linked to products, but to a concept of life and business.

Having found that some catwalks are lately populated by ladies with standard shapes and sizes - as opposed to the stick-thin models of yesteryear - has been very encouraging, and it's a first sign that I'm not alone with my thoughts and ideas.

However, it's first necessary to vindicate the idea that a non-stereotyped fashion, starting with new collection catwalk models, generate two possible effects on viewers:

1. To avoid a direct identification with the model ("OK it looks good, but I don't have a body like that" - that is, the effect generated by 'thin' models) 2. To generate less frustration for those aspiring to model professionally and especially decrease the rate of girls with eating disorders related to looking thin.

My wife and I have had personal experience of the consequences of body-shape related bullying and understand what some children and teens are facing right now. After suffering constant verbal harassment due to non-stereotyped physical forms, very often with parameters set by media and advertising, teenagers can suffer damage to their self-esteem that can take years to repair.

Fortunately, many schools have become aware of the serious social problem, introducing proactive policies to pre-empt disorders directly connected to appearance.

When we introduced our concept of Italian leather bags for women and men, it was important for us that our marketing angle was supportive of a positive and inclusive view of physical style.

In broad terms, we want to host a democratic fashion site, where people wear what suits better without necessarily mirroring media-driven images with products that do not match their personality or lifestyle.

Thus, when choosing a representative picture of designer Italian handbags, we've used as our muse 'the girl next door' - a positive woman with a sense of humour and a confidence that comes from self-acceptance.

Eventually perhaps we'll reach a point at which women can identify with real models and see them as positive and realistic role models - as much for their outlook as their appearance.

by: Alex Chornogubsky

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