High Fashion’s Role in Shaping Society’s Standards of Beauty

High fashion has always been a powerful force in shaping cultural and societal norms, particularly when it comes to beauty standards. The world of haute couture, luxury brands, and fashion houses dictates much of how society perceives beauty, style, and aesthetics. Over time, the fashion industry has influenced the ideals of attractiveness, femininity, masculinity, and even racial and ethnic representation. However, as the industry continues to evolve, so too does its relationship with the societal standards it helps shape.

In this article, we’ll explore the role of high fashion in shaping society’s standards of beauty, examining how the industry’s trends, campaigns, and runway shows have impacted perceptions of beauty and how the industry is increasingly being challenged to evolve in order to reflect a more inclusive and diverse idea of beauty.

1. The Historical Influence of High Fashion on Beauty Standards

Historically, high fashion has played a pivotal role in defining what is considered beautiful, desirable, and fashionable. In the early 20th century, for example, fashion houses like Chanel, Dior, and Yves Saint Laurent shaped the ideal body type and face through their designs and campaigns, setting societal expectations for beauty that still influence perceptions today.

Key Influences:

• The “Hourglass” Shape and Dior’s New Look (1947): Christian Dior’s iconic “New Look,” introduced in 1947, redefined the post-war standard of beauty. With its emphasis on a small waist, full hips, and rounded shoulders, the silhouette celebrated a curvaceous form that was in direct contrast to the boxy, practical clothing worn during the wartime era. This look became synonymous with femininity, influencing beauty standards for decades to come.
• The “Twiggy” Look of the 1960s: In the 1960s, models like Twiggy became the face of fashion, popularizing a slim, youthful figure with sharp cheekbones, large eyes, and a boyish charm. Twiggy’s androgynous, waif-like look set the standard for beauty during the ’60s and ’70s, influencing both high fashion and mainstream media.
• The Supermodel Era of the 1980s and ’90s: The rise of supermodels like Naomi Campbell, Cindy Crawford, and Kate Moss in the ’80s and ’90s further solidified certain beauty ideals. These women were often defined by their tall, slender physiques, clear skin, and distinct facial features, which became the aspirational standard for many. Their presence in high-fashion campaigns, advertisements, and runway shows shaped perceptions of beauty around the world.

Why it matters: High fashion’s early role in shaping beauty standards was both powerful and limited, often reflecting and reinforcing narrow ideals of attractiveness. These historical beauty norms have had lasting effects on societal expectations and continue to influence trends and perceptions of beauty in today’s world.

2. The Role of Fashion Shows and Campaigns in Defining Beauty

Fashion shows and ad campaigns have been some of the most influential platforms for shaping and promoting beauty ideals. The models selected to represent a brand, the types of beauty showcased on the runway, and the images featured in campaigns can have a profound impact on the way society defines beauty.

Key Contributions:

• Runway Shows and the Visual Representation of Beauty: Fashion shows, particularly during major events like Paris Fashion Week, are platforms where beauty ideals are often solidified. For many years, the runway was dominated by extremely thin, young models with certain facial features. The high-fashion runway became synonymous with a very specific type of beauty—tall, slim, and often white—creating an aspirational yet exclusionary standard.
• Brand Campaigns and Cultural Influence: Advertising campaigns from luxury brands like Gucci, Chanel, and Louis Vuitton have long been responsible for dictating trends in both fashion and beauty. These campaigns often feature models with specific body types, ethnicities, and gender expressions that help to shape what society perceives as beautiful. The choice of models in these ads communicates a message about who is considered desirable and who is not.
• The Impact of High Fashion Icons: Iconic figures in the fashion industry—designers, models, and photographers—often dictate the direction of beauty standards. For example, designers like Karl Lagerfeld (Chanel), Giorgio Armani, and Vivienne Westwood helped define an entire era of fashion and beauty with their signature styles, while models like Cindy Crawford, Linda Evangelista, and more recently, Gigi Hadid or Kendall Jenner, set standards for physical appearance.

Why it matters: Fashion shows and campaigns are not just about selling clothing—they play a central role in creating and reinforcing beauty standards. The images projected by these platforms have a far-reaching influence on how society defines beauty, often dictating which attributes are celebrated and which are excluded.

3. Challenging Traditional Beauty Norms: Diversity and Inclusivity in High Fashion

Over the past decade, the fashion industry has seen a shift toward more inclusivity and diversity. Influenced by global social movements and a growing desire for representation, high fashion has begun to embrace a wider range of body types, skin tones, gender identities, and ethnicities. While much progress has been made, there is still room for improvement, but the industry’s increasing openness to diversity signals a significant change in how beauty is perceived.

Key Shifts in Inclusivity:

• Body Diversity and Plus-Size Representation: Historically, the fashion industry has been criticized for promoting unrealistic body standards. However, in recent years, high fashion has slowly begun to embrace plus-size models on the runway and in ad campaigns. Designers like Christian Siriano and brands such as Savage X Fenty by Rihanna have actively sought to create collections that are more inclusive of different body types, and plus-size models like Ashley Graham and Paloma Elsesser have become prominent figures in the fashion world.
• Racial and Ethnic Diversity: The fashion industry has been increasingly called to diversify its representation of models, particularly by showcasing people of color in prominent roles. Designers such as Virgil Abloh (Louis Vuitton) and brands like Balmain, Prada, and Burberry have sought to diversify their runways by casting models from different racial and ethnic backgrounds. This shift helps challenge long-standing beauty standards that have primarily centered on white, Eurocentric ideals.
• Gender Fluidity and Non-Binary Models: The rise of non-binary and gender-fluid fashion is another example of how high fashion is breaking down traditional notions of beauty. Designers like Jean-Paul Gaultier, Thom Browne, and Halpern have made strides in creating gender-neutral collections, while models such as Andreja Pejić and Hunter Schafer have become icons for gender expression in fashion.

Why it matters: As fashion increasingly embraces diversity, it helps to redefine beauty by reflecting the varied experiences and identities of people worldwide. These changes in high fashion challenge the long-held notion of a singular beauty ideal and invite people to embrace a more inclusive and expansive understanding of what is considered beautiful.

4. The Power of Social Media and Fashion’s Democratization

Social media has democratized fashion and beauty, providing a platform for a more diverse range of individuals to share their personal style and beauty standards. Platforms like Instagram, TikTok, and YouTube have allowed non-professional models, influencers, and everyday people to shape their own narratives about beauty, influencing high fashion in the process.

Key Impacts of Social Media on Beauty Standards:

• Representation of “Real” Beauty: Social media influencers have played a crucial role in broadening beauty standards by embracing a wide range of body types, skin tones, and identities. The rise of influencers who showcase “real” beauty, flaws and all, has encouraged the fashion industry to adapt to a more authentic image of beauty. High-fashion brands are increasingly collaborating with influencers and models from diverse backgrounds, helping to redefine what beauty can be.
• The Influence of Influencers: Social media influencers are able to reach large, diverse audiences and promote beauty standards that may not align with traditional high-fashion ideals. This has influenced fashion houses to reconsider their casting decisions and marketing strategies, pushing them toward more inclusive representation. Models like Winnie Harlow, who has vitiligo, and Khoudia Diop, known for her dark skin, are becoming mainstream fashion icons, thanks to their visibility on social media.
• Viral Fashion Moments: Social media also allows fashion to be influenced in real-time, where beauty standards can shift quickly based on viral trends or memes. The ability for users to comment on, remix, and share fashion moments allows beauty standards to evolve organically and inclusively.

Why it matters: Social media has empowered individuals to participate in the conversation about beauty, making it more diverse and accessible. This shift has forced traditional high-fashion institutions to reconsider their definition of beauty and take into account a broader spectrum of looks and identities.

5. The Future of Beauty Standards in High Fashion

While high fashion is making strides toward inclusivity, there is still much work to be done. The challenge now is to make sure that the growing diversity seen in runway shows and advertising campaigns translates into more lasting, systemic change across the fashion industry.

Key Directions for the Future:

• Continued Inclusivity Across All Sectors: For beauty standards to truly evolve, they must reflect not only diversity in race, gender, and body type but also in age, disability, and socioeconomic status. High fashion can play a crucial role by continuing to embrace models from all walks of life, ensuring that people of all ages and abilities are represented.
• Challenging Beauty Norms Beyond the Runway: Fashion must also tackle its beauty standards behind the scenes—starting with designers, photographers, and other professionals in the industry. Greater representation in the creative process can ensure that the fashion industry truly reflects society’s multifaceted nature.
• Sustainability and Ethical Beauty: Moving forward, beauty standards will also be influenced by a growing awareness of the environmental and ethical impact of fashion. Consumers increasingly value brands that embrace sustainability and ethical practices, and the beauty ideal will evolve to align with these values.

Why it matters: The evolution of beauty standards in high fashion will ultimately reflect a broader cultural shift toward inclusivity, authenticity, and responsibility. As fashion continues to break down barriers and challenge traditional ideals, it will set the stage for a more diverse and meaningful definition of beauty.

Conclusion

High fashion has always played a significant role in shaping society’s beauty standards, and while it has historically been known for promoting narrow ideals of beauty, the industry is undergoing a profound transformation. Today, there is a growing movement toward inclusivity and diversity in fashion, driven by changing consumer demands and the influence of social media. As high fashion continues to embrace a wider range of body types, ethnicities, genders, and identities, it will help redefine beauty to be more reflective of the global society we live in. The future of beauty in fashion is not one-size-fits-all but a celebration of individuality and authenticity.