Female Body Beauty Ideals and Their Impact on Fashion Size Standards: A Comparative Study of Western and South African Perspectives

Abstract

This research examines evolving perceptions of the ideal female body in Western and African societies. While Western cultures increasingly favor thin-curvy body types, African ideals continue to emphasize narrow waists, wide hips, and rounded breasts. However, the definition of the ideal African body has expanded to encompass shapes achieved through padded clothing and technological advancements, driven significantly by influential African female celebrities celebrated for their curvaceous physiques. Employing qualitative and quantitative methods, the study investigates how these celebrity body types influence body transformations among social media followers. Participants from South Africa, Nigeria, Ghana, and Kenya (n=100, aged 25-45) revealed a strong preference for hourglass figures with narrow waists, large busts, and extra-large hips (65%). Celebrity influence was substantial, with 80% of participants expressing readiness to alter their bodies to emulate these figures, predominantly through padded undergarments and grooming techniques rather than plastic surgery. These findings emphasize the need for the fashion industry to adapt sizing systems to accommodate diverse body shapes, natural or transformed, as influenced by social media trends and technological innovations.

https://doi.org/10.26803/MyRes.2024.15