What is "Beautiful" Today?: A Literary Essay Challenging Western Beauty Standards

As society has changed, so has the beauty standard. In various different places of the world as well as in different time periods, this standard has been challenged, morphed, changed, and shaped into something that has controlled people and how they feel about themselves for decades. In western culture especially, fashion magazines set the stage for models to be chosen to showcase various products and clothing pieces, meaning that they are definitive of this beauty standard across Western countries. Photographs and runway shows are used to showcase these models and ideals of beauty, and despite changes in body type standards and fashion trends, the racial side of beauty standards have remained largely unchanged despite major efforts towards diversity in fashion and modelling. 

The Western beauty standard is largely rooted in the racist past of countries like America in particular, with thin, pale women often being what is considered beautiful by many. This has set a toxic stigma that has led countless women and girls to eating disorders and dieting culture, and this standard is something that has remained largely true and the same for many decades. The rise of Hollywood in the 1940’s onwards led to figures like Marilyn Monroe becoming the industry standard – blonde, pale, and curvy. This standard would later be challenged in the 2000’s and 2010’s when being thin was the latest obsession, before being challenged again in the 2020’s, where curvy and tan has become a major beauty standard mark for many. This leads to unfair comparisons and changes, plastic surgery booms and self-reflection – but the changes in the modelling industry have led to more diverse models being chosen for the runway.  

In magazines, it is most common to see tall, thin models that are primarily fair skinned. Most models that are most used in magazines are photographed in full-frame shots that show their entire figure, focusing on clothing pieces and capturing the entire outfit while putting emphasis on the legs and torso. Models are typically slender, and they are usually either Caucasian or of Asian descent. People of colour have gained more recognition in the modelling industry, as well as those who are plus sized or not “conventionally attractive”. Magazines like Vogue push the envelope and break barriers by showcasing unique fashion pieces and otherworldly designs, as well as casting a variety of models that are not “traditional”. Within the 2020’s, the fashion and entertainment industries have introduced diverse models, giving black, plus sized, and disabled models a spotlight after decades of oppression – meaning that the chains of beauty standards are slowly being let up and loosened for many.  

With magazine photos, it all depends on what is being promoted. If it is a designer fashion brand and their clothing, emphasis is put on the model’s figure and the clothing that they are modelling, meaning that long shots are utilized rather than wide photos, and it is made so that the highlight pieces of the runway look are focused on. If it is a jewelry item that is being worn, focus may be on the arms, neck, or hands – whereas in the case of makeup, the focus is primarily on the lips or eyes. Advertisements put extensive focus on the product as well as the face of the model, as many big-name products use celebrities to endorse their brand and provide an image that people will recognize. These celebrities are also commonly thin and fair-skinned, further pushing a very fine-tuned and specific beauty standard that has harmed a majority of the population for countless years.  

For male models, there are two widely accepted beauty standards – a muscular and “toned” build, or a slim, lanky build. Male models are focused on appearance and polished grooming, paying close attention to clean shaven faces and toned arms and torsos. In the case of male advertising, the torso and arms are the primary focus, meaning that muscle in these areas is what is common for the Western beauty standard. Male models are typically either Caucasian or black men, with Asian male models being less common than they are in female fashion. In magazine photos, the focal points for men are mainly the same as they are for women, but the model type varies depending on the product. For most advertising, it is very common to see male celebrities promoting products – even more so than women. “Clean” men fit the standard, with their grooming being the main focus of this beauty standard regardless of which body type the model falls under.  

In the case of runway shows, it is much more common to see lanky men wearing various designer fashion pieces, emphasizing height in the same way that is commonplace for female models. This showcases a wide array of similarities between both genders in modelling – although female models are much more common and deal with much more stigma than men. If the standard is not met, models are often met with criticism and sometimes harassment, as the industry is highly competitive and incredibly strict.  

Although things are everchanging in modelling, there are common themes and standards found in almost any magazine you can find on the market. It is important for companies and models to challenge these standards and normalize “normal” bodies, as many photos in magazines are unrealistic and highly edited. It is highly important for people to be able to see other people like them, meaning that diversity and varied beauty standards are some of the most important aspects that a magazine can strive to have in the 21st century.