Assessing Lookism: Analyzing Fashion Advertisements Posted on Social Media
Abstract
The rise of social media and digital technology has perpetuated these advertisements. However, achieving the flawless looks of the models in these digital advertisements is often unachievable (e.g. too thin, flawless skin), particularly given the latest digital tools that allow for manipulation of these images (e.g. photoshop). The purpose of this abstract is to report on a method to assess appearance of models in photographs on social media. A content analysis was completed of images on the social media platform Facebook. Facebook was selected because the “likes” were available.Images of two diverse fashion brands, Shein and Vesace were examined. The following variables were documented: 1) hair, 2) make-up; 3) clothing; 4) gender; 5) ethnicity; 6) model pose, 7) number of likes, and 8) number of comments. Results suggest “lookism” is an issue in society where individuals are treated unfairly because of appearance. Social media has perpetuated the problem.
Keywords: Lookism, Social Media, Fast Fashion, Luxury Fashion Brand
How to Cite:
Saiki, D., Adomaitis, A. D., Fagg, T., Robinson Walker, J. & Cromwell-Ramarian, S., (2025) “Assessing Lookism: Analyzing Fashion Advertisements Posted on Social Media”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18652
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