Observing some paintings by Fernando Botero , serenity with which the characters of his paintings live their daily lives have made me reflect on the real conditions of people in a society like ours, dominated by activism, especially by appearances and by the imposition of aesthetics that enhance only bodies toned and sculpted, really feel the weight of his body and he can not live with the same serenity disenchanted that art offers us.
pushing so hard for someone from the observation that body fat newsworthy, especially from an aesthetic point of view, arose in me the curiosity to understand the causes and motivations.
Following studies have come to develop a personal point of view on the issue and consider that the root cause of social attitudes of rejection, discrimination and neglect, are to be found in the current lack of attention by the entire media system towards larger sizes.
In consequence, the fashion, which fits within the sphere of communication has taken an ambiguous behavior with regard to larger sizes.
I'll explain that in terms ...
If fashion to be successful must take very much before any symptom of social change and serve as ambassadors, it seems absurd that this issue when he took over large size precludes one of his own principles, insisting to treat it the same way as any other social change, thus separating himself from the possibility of adopting the right policies and adequate production, distribution and promotion.
Moreover, if the fashion beyond its aesthetic dimension, is also an economic phenomenon that must necessarily rely on sales to survive, it seems very contradictory that, faced with statistics that speak of continued growth in our country of overweight people and especially the increase in average size (it has gone from 42 to 46) continue to prefer a production for smaller sizes and to propose models of female androgynous beauty, Sylphs, which often goes down the street, in the office or supermarket, and that does not fit in to reality.
But we must point out that fashion plus-size deals, because if that were not, it would be impossible to target this dress, but does so in a contradictory manner, as generate revenue from the sales of collections produced by small family-run businesses, which often produce small samples and not meeting the needs of the consumer also is not well known and not having enough budget or fail to advertise themselves or their product, except for advertising on the web, which seems to remain the only form of advertising for ratings strong, only this time to seduce the target, while leaving undisturbed the remaining segments of the market.
By contrast, the big brands, the ones who gained fame could spread to new inputs, trends, tastes, if they mutually exclusive, probably because they feel that the production lines for plus-size fashion, could damage their image, given the mistaken view that this kind of clothing is not very interesting, attractive because of the wrong body, or because the reasons behind this coverage as if they conceal other deeper (often the big names of
Italian fashion, achieving excellent turnover from the sale of smaller sizes, do not invest in technology, knowledge management system to expand the company needed the production of clothing "weight" for fear of not recovering the costs from sales, whereas this kind of product would cost more, given more time to not only work, but also the use of raw materials ... .... . think of the amount of tissue, multiplied!).
A demonstration of this I have found through a comparison between the Italian and American fashion, the latter supported by a widespread dissemination of information on large sizes, has enabled a greater degree of metabolism and acceptance of the phenomenon, by encouraging all the systems that are part communication within an attitude of openness and availability.
So it would be appropriate for the social and fashion, are more confident in the abilities that the communication has to offer, and proposing to impose new concepts, ideas, points of view from which to reconsider the larger sizes.
would be enough to achieve more widespread advertising campaigns, to propose alternative models of female beauty, softer and rounder, on billboards, in commercials, on television, which go to support existing ones, increase the hard forms of communication such as construction Toilets in which clothing for smaller sizes must be combined to plus-size and improve the visual and evocative forms of communication, empower people, "weight" to make news in the trade press, periodicals, and ride the walkways, relying on the power of the parade.
Only in this way communication can fulfill an important task of educating the society to accept the larger sizes as a facet of reality, a harmless factor that does not imply any kind of social weakness.
On this basis, the communication can make society more mature and help the subject of weight regain self-esteem, to accept, on behalf of the significant amount of the body, such as wedge that helps the soul to create and support the unity of man by which man lives, express and communicate, not only for himself, his own existence but also creates its own social relations, establishing relationships with others.
Elizabeth Gianfelice
