Changing the image of woman in fashion the effect of social media and fashion brands attitudes

It is observed that the built beauty ideal is centered on delicacy in western culture. Social media, and especially Instagram, has become a tool used by advertisers to deliver their ads to specific target audiences. Today, the ideal of being thin is reinforced through social media advertisements. Body dissatisfaction is arising through the internalisation of being thin and that seems to lead to many social anxiety problems, eating disorders such as anorexia and bulimia, which can lead to fatal outcomes. In 2012, the body positivity movement started against the conventionally ideal of an attractive, thin, white women used by fashion brands in their campaigns. Since the movement represents a new formation, studies on this subject Can not be found frequently and aren't widely researched. In the Turkish literature reviews, it has been observed that the effects of the movement on fashion design have not been investigated yet. It is aimed that this study will be a pioneer in fashion and body positivity movement studies in the field of fashion design. In the study, it is aimed to investigate the changes in the attitudes of fashion brands of the movement and social media. In this context, the selected fashion brands were examined in three main groups. The campaigns launched by nine brands on body positivity movement, including underwear, outerwear and sportswear groups, were examined. The movement caused a radical change in the formation of many fashion brands. It has been observed that some brands make a positive contribution to the movement and create awareness through the right campaigns. It has been seen that the movement was commodified by some fashion brands that want to profit from the growing movement.