The Importance of the Female Gaze in Fashion and Community
“Even pretending you aren't catering to male fantasies is a male fantasy: pretending you're unseen, pretending you have a life of your own, that you can wash your feet and comb your hair unconscious of the ever-present watcher peering through the keyhole, peering through the keyhole in your own head, if nowhere else. You are a woman with a man inside watching a woman. You are your own voyeur.”
Margaret Atwood
The male gaze is an internalised view, shaping how women perceive themselves, even in the absence of men. Fashion (and the rest of society) is shaped by a male-dominated perspective that often objectifies and restrict women’s identities. If you are unaware about how that affects the lives of the women around you, educate yourself before you continue reading…
The Female Gaze on the other hand, centres women’s experiences, perspectives and desires. It offers a shift in how we view our role in society as well as a space for women to feel seen, validated and empowered.
The Fashion industry has been criticised for hyper-focusing on physical appearance. Fashion goes beyond aesthetics. Women use fashion to express their identities, which is why fashion content thrives on social media - even more so, lifestyle content of fashionable people. We are no longer just consuming fashion, we are creating it! We are forming new communities, sharing ideas, celebrating and supporting differences. This allows an acknowledgement of the diversity in women’s lived experiences. Platforms like Instagram, TikTok and blogs (subscribe, lol) provide women with the opportunity to curate their own narratives. Women are not isolated individuals but part of a larger, supportive network. As we take charge of their own narratives, we challenge traditional notions of what is considered fashionable or beautiful.
This shift has a huge impact on how our broader community views beauty standards. A 2021 report from Vogue Business found that 80% of young women felt more comfortable expressing their individuality through fashion when they saw diverse body types, ethnicities and gender identities represented in fashion campaigns. Beauty is not a one-size fits all concept. We can express our identities and connect with our self without attacking our self esteem in the process. The Female Gaze reshapes the future of the Fashion industry by giving us the tools to reclaim our agency. When we have the power to define our own beauty, we experience a deeper sense of self-worth and confidence. Isn’t it time to bring something new to the table?
This psychological shift allows women to feel good about themselves - a radical act, considering we’ve been conditioned since childhood to do the opposite. As more women embrace their individuality and advocate for representation, the power of the Female Gaze will continue to shape both the fashion industry and society, promoting a culture where women can enjoy being who they truly are.
