Fashion consciousness: important role to plus-size women well-being
DOI:
https://doi.org/10.5585/remark.v21i3.19611Palabras clave:
Plus size, Fashion, Symbolic violence, Body Positive, Well-beingResumen
Objective: This research identifies how plus size women can find well-being through fashion consciousness
Methodology: We conducted sixteen semi-structured interviews with photography elicitation for content analysis. All respondents were obese or overweight women following the Body Mass Index (BMI) criteria and selected through snowball sampling.
Value: Fashion can help fat women find well-being, particularly fashion consciousness, which plays a vital role in fashion consumption. We demonstrated how fashion awareness could promote social inclusion and positive well-being to plus-size women even inside a symbolic violence context.
Results: There are two groups who follow the logic of commerce and the logic os arts: Fatshionists and women with fashion degrees. Virtual retail, together with fashion consciousness, enhance positive well-being. Specialised stores for plus-size women do not match their desire for self-expression, and this segregation causes negative well-being. Despite the Body Positive Movement, respondents still associated beauty with a regular body shape.
Theoretical contribution: We add fashion knowledge and consciousness to the three triggers presented by Scaraboto & Fischer (2013). Fashion consciousness enhances autonomy for plus size women promoting positive and negative well-being through fashion consumption even though these consumers are invisible to many fashion brands.
Managerial contribution: Product development should consider the anthropometrics of plus-size women. Retail strategy should introduce plus size on physical stores to diminish the illegitimacy of these consumers and the symbolic violence.
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