Beauty without measure? Body, gender and consumption in plus-size fashion market

Abstract

In the last years, plus-size fashion market, specialized in larger sizes, has been growing and gaining a relative notability in Brazil through the constitution of their own spaces of legitimacy - as fashion shows, events, brands and stores - and through the promotion made by sites, blogs and media. Apparently in opposition to the conventional field of fashion - accused of publicizing a rigid aesthetic pattern - plus-size universe propose that slenderness ideal, although culturally hegemonic, is not synonymous of "femininity" and beauty, affirming that "fat" women can also take care of themselves and of their bodies, being more happier, prettier and sexually attractive for men. The purpose is to investigate which representations and discourses about body and "femininity" and which gender constructions are been produced in this universe and also think in which ways women considered "fat" seek to negotiate an "alternative" body pattern through the legitimation of their own field of fashion.