Hello, Curves
Hello, Curves
“Beauty is in the eye of the beholder.” - Margaret Wolfe Hungerford
No offense to “The Duchess,” but I call bullshit. Apologies for the crass introduction, but we had to start somewhere. To me, this old adage isn’t only incorrect; it’s completely misleading. Beauty has never been a subjective thought or private experience. It’s a consequence of scarcity - at least, that’s my take on it.
It’s hard to believe that just 40 years ago, my grandmother was rolling on the floor in a desperate attempt to decrease the size of her hips. Yes...rolling, and yes, on the floor. I’ll give you a moment to picture it. To this day, she wholeheartedly believes it’s a legitimate form of exercise. How do I know?
After several unrelenting requests on her part, I gave it a go on her needle-laden carpet. I rolled from hip to hip in a supine position to demonstrate that this activity - whatever it was - was certainly not exercise. To her credit, I may have shed a droplet or two... tears, not sweat. It’s moments like these that make me question my sanity...like is this generational trauma in the making? Probably.
Things have certainly changed. In 2020, hips are IN. Hips are now coveted to the point of quest for plastic surgery to achieve the ever-mesmerizing “Coke-bottle frame.” According to the American Society of Plastic Surgeons, between 2000 and 2015, buttock lifts increased by 252%. 252%! Remember grandma’s curves? She’d be a queen according to today’s beauty standards... Words like butt lifts and implants are now more commonplace than ever, as evidenced by the sea of celebrities leading the crusade. Today, curves are the new sexy.
So, how did the standard of beauty change so drastically? How did society so eagerly go from ‘itsy bitsy teenie weenie yellow polka-dot bikini’ to a desire for the hourglass figure?
Feminism.
The new wave of feminism brought with it notes of acceptance, diversity, and inclusion. Both womxn and men are fighting for womxn’s rights - from their right to choose, to their right of financial security, to their right of safety, and even to their right of service. And thankfully, with this shift has come a - drastically long overdue - change in perception of female health, and therefore, of the female figure.
After years of outlandish beauty standards, I’m happy to report that body love isn’t a trend; it’s a catalyst for long term change.
As a side note, I’d like to take a moment to personally thank Victoria’s Secret for their contribution to my - and many others - eating disorders in college. It was a pleasure configuring answers to male counterparts asking us eighteen-year-olds, “Why don’t you look like that?” And a special follow-up of gratitude to Ed Razek, a true pioneer in embracing all womxn.
I’m glad people are finally accepting the human body, the natural human body - in all its colors, shapes, and sizes. And guess what? Body love is contagious: brands are embracing curves--going so far as to design entire clothing lines around them. Plus-size clothing brands have seen a tremendous rise in popularity as they introduce stylish pieces to the market...like Universal Standard and Honore. And this time, it doesn’t feel like lip service. Diversity and inclusion are actually taking the fashion world by storm.
So, let’s take a moment to celebrate: curvy womxn are finally having their moment. And hopefully, by the time we meet again, you’ll have an opportunity to say a good ‘F*ck you’ to the system, start your own trend, and recognize that beauty is indeed in the eye of the “beholdee.”
- XO, YS
line drawing by bronwyn spain
A Storyteller and Copywriter, Yasamin Salavatian is the Owner and Creative Director of a Brand Storytelling Studio based in Northern California. She and her team work in close collaboration with personality-led businesses to define their messaging, positioning and branding strategy. Her specialty lies in uncovering their distinct leadership styles and infusing it into their communication channels to foster authentic dialogue.
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