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White gaze in fashion markets

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Lena Cavusoglu
  • Deniz Atik

Abstract

The fashion industry fails to embrace the culturally diverse world we live in by defining ideal beauty standards based on a narrow segment of the female population and promoting aesthetic homogeneity. Women-of-color and other ethnic groups feel left out from the fashion scene because of the inadequate representation of their appearance. Westernization of fashion and beauty has eroded national beauty standards for women other than Caucasians (Isa and Kramer 2003). As a result, women who fall outside the dominant beauty standards, particularly those who have historically been socially stigmatized (Scaraboto and Fischer 2013), are neglected in the fashion industry. Even though, in the past few years, a new trend towards including women-of-color has been promoted in the fashion world to break the substantial white homogeneity in the fashion industry, these attempts could not surpass the limited representation of racial and ethnic diversity. Through a multi-disciplinary literature review, this chapter explores the historical roots and implications of the homogenization of fashion and beauty for various races and ethnicities.

Suggested Citation

  • Lena Cavusoglu & Deniz Atik, 2022. "White gaze in fashion markets," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 7, pages 86-101, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_7
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