At G-Club, we are against overly restrictive rules on beauty, skincare, fashion, or any other aesthetic concept that shames women and demonizes aging, physical imperfections, or weight. And we’re not alone. For years, social networks have been trying to overcome certain discipline that is stronger than ever in the heat of summer, the season for exposing arms and legs and going to the beach.
Perceptions and fears about buying summer clothes: A report that answers our questions
Embarrassment, anxiety about exposing yourself and the impact of age on these issues led fashion search engine Stileo to explore this topic in the latest edition of its “Fashion Research 2024” report, which focuses on consumer habits in Europe and Italy. The report highlights the main anxieties of consumers regarding body perception and age. The main question is whether these age-related stereotypes and beliefs influence purchasing decisions. Fortunately, the answer is finally “no”. At least, this is no longer the case, especially in Italy.
What should I wear when I turn 50?
79% of survey participants over 55 and 73% under 55 believe that older people should not dress appropriately for their age and that trendy clothes and bright colors are welcome. Furthermore, 79% have never felt particularly restricted by stereotypes about how to dress appropriately for their age and prefer to dress in a way that fully expresses their individuality and creativity, although 58% sometimes prefer to avoid tight-fitting clothing.
Summer and Swimsuit Season: Hot Topics
Unfortunately, it’s not all good news. According to fashion research, summer is still the season when many people feel insecure about their appearance. In fact, 39% of Italians feel more sensitive about their body during the sunnier months, when temperatures are higher and exposure increases. This means that there is still a long way to go before accepting their body. This is reflected in the data, with 24% of Italians saying that they avoid going to the beach because they are insecure about their body. 50% of respondents feel that they need to change their body shape for the summer, while 46% feel no particular pressure to change their body shape to go to the beach.
What is Body Neutral?
For this reason, in recent years, the body neutral movement has emerged, which promotes a neutral attitude towards our own body and the bodies of others, for example through social networks. The basic idea is that a body is valued not for how it looks, but for what it can do: swim, walk, climb, rest, etc. This is different to body positivity, which aims to highlight the positive: our bodies are the way they are, and that’s fine. Appearance is not important, the movement claims. The goal is to value our bodies for their functions, not their appearance, and to build a more balanced and less conflictual relationship with them.
