NATIONAL INSTITUTE OF FASHION TECHNOLOGY

BHOPAL

FASHION RESEARCH PROJECT

MASTERS OF FASHION MANAGEMENT 2023-2025

SUBMITTED BY: AKSHITA PUROHIT, GULIKA AGGARWAL, NISHTHA

PANWAR, POORNIMA ZALKE, RUCHEETA JAIN, YASHIKA POWALE
FACULTY GUIDE: DR. RAJDEEP SINGH KHANUJA
 ACKNOWLEDGEMENT
We are deeply appreciative of the generous platform and resources provided by
"NIFT BHOPAL" for our research journey. The support and infrastructure provided
by our institution are invaluable, and we would not be able to complete this
project without it. We also extend our sincerest gratitude to our esteemed
Professor, Dr. RK Rajdeep Singh, for his invaluable guidance and mentorship, as
well as his expertise. His insights and constant support have enabled us to
develop our research and gain a better understanding of the topic.
Finally, we would like to thank the respondents for their contributions to our
questionnaire, which have enabled us to reach our academic objectives and make
a contribution to the field.

Thank you all for your invaluable contributions and unwavering support.

Sincerely,
Akshita Purohit
Gulika Aggarwal
Nishtha Panwar
Poornima Zalke
Rucheeta Jain
Yashika Powale
National Institute of Fashion Technology, Bhopal, Madhya Pradesh
Date :

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 CERTIFICATE

National Institute of Fashion Technology

BHOPAL

Fashion Management Studies

This is to certify that the Fashion Business Research project titled "Unmasking
Beauty: How Unrealistic Standards in Fashion Impact Our Minds and Bodies,"
submitted by: Akshita Purohit, Gulika Aggarwal, Nishtha Panwar, Poornima Zalke,
Rucheeta Jain, Yashika Powale of the National Institute of Fashion Technology,
Bhopal, Madhya Pradesh, has been completed in partial fulfillment of the
requirements for the award of the degree of Masters of Fashion Management
(MFM).

We further certify that this research work is entirely original and has not been
submitted, either partially or in full, for the award of any other degree or diploma
from any University or Institute.
This Fashion Business Research project was conducted under the guidance of
Prof. Rajdeep Singh Khanuja.
This research may be placed before the jury for evaluation.

Date:
Prof. Rajdeep Singh Khanuja
Guide and Supervisor
National Institute of Fashion Technology, Bhopal, Madhya Pradesh

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Prof Rajdeep Khanuja
(Course Mentor)

SELF-DECLARATION

We Akshita Purohit, Gulika Aggarwal, Nishtha Panwar, Poornima Zalke, Rucheeta

Jain and Yashika Powale, students of Masters of Fashion Management Studies
Department, National Institute of Fashion Technology, Bhopal, solemnly declare
that we have successfully completed the Fashion Business Research project titled
"Unmasking Beauty: How Unrealistic Standards in Fashion Impact Our Minds and
Bodies." This endeavor has been undertaken in partial fulfillment of the
requirements for the award of the degree of Masters of Fashion Management
(MFM).

We hereby affirm that this research work is entirely original, and no part of it has
been submitted previously, either partially or in full, towards the fulfillment of any
other degree or diploma from any university or institution.

Date:
Akshita Purohit
Gulika Aggarwal
Nishtha Panwar
Poornima Zalke
Rucheeta Jain
Yashika Powal

3
 INDEX

1. Acknowledgement ...2
2. Certificate ...3
3. Declaration ...4
4. Index ...5
5. Abstract ...6
6. Introduction ...8
7. Review of Literature ...13
8. Research Objectives ...14
9. Research Methodology ...15

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 ABSTRACT

This research examines the relationship between fashion and health in India, and
the impact of unrealistic beauty standards on public attitudes and perceptions.
Through a comprehensive survey, interviews, and data analysis, it seeks to gain a
comprehensive understanding of the effects of these standards on the Indian
fashion landscape, both from the perspective of teenagers and adults.
Additionally, it examines the extent to which unrealistic beauty standards have
had an impact on body size and skin color in India, and how this has contributed to
the development of inclusivity. Ultimately, this study seeks to demonstrate the
interconnectedness of fashion and health.

In a world characterized by new trends, increased awareness, and greater social

integration, fashion has become an integral part of everyday life, influencing
individuals of all ages, from adolescents to their parents. However, fashion can
also be a powerful educational tool, yet it can also have a negative impact on both
mental and physical health. This research highlights the fact that fashion can
sometimes be prioritized over physical and mental health, and seeks to
understand the reasons for this. It also seeks to explore the complex connection
between fashion and health, using a variety of criteria, and to explore how fashion
can be used to improve the overall health and wellbeing of individuals. Ultimately,
this research highlights the multi-faceted nature of the fashion sector in India, as
well as the risks associated with it, such as the promotion of unrealistic beauty
standards, the risk of eating disorders, and the need for a more balanced view of
fashion's role in our lives.

This research highlights the often-overlooked fact that fashion can have a
detrimental effect on individuals' physical and mental health, and seeks to
identify the root causes of this. Specifically, it seeks to investigate the complex
relationship between fashionable apparel and health through a variety of criteria,
and to identify ways in which fashion can be used to improve overall health and
wellbeing. In conclusion, this study highlights the multi-faceted nature of the
fashion sector in India, as well as the potential risks associated with it, including
the perpetuation of unrealistic beauty norms and the risk of eating disorders,
while also advocating for a more balanced view of fashion's role in life.

Keywords: fashion, unrealistic beauty standards, inclusive fashion, mental health,

physical health, India.

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 INTRODUCTION
The fashion industry is characterized by its rapid pace, making it difficult to
prioritize mental health. Many people avoid taking care of themselves due to the
expectation that things will improve after fashion week, completion of a project,
or similar circumstances. This cycle of self-indulgence leads to continual burnout.
Systemic issues with mental health are present in many areas of business, from
the production of garments to the exposure of garment workers to hazardous
conditions. The fashion industry media portrays anxious interns and models
suffering from eating disorders. Job insecurity in fashion schools leads to
depressed students and exhausted professors, and all workers are impacted by
these issues. On the other hand, fashion promotes contentment through
consumption, but what if wearing clothing does not bring joy? Sarah Ahmed's
artwork illustrates how fashion capitalizes on this idea while simultaneously
questioning the costs of cultural standards of contentment. Even if these
principles are rejected, consumer behavior may not significantly change. Instead,
the crisis of happiness is due to our failure to uphold them.

Prior to the emergence of Britney Spears as a symbol of mental health, non-

conforming individuals often experienced difficulties due to their association with
mental illness. Various causes of mental health problems have been identified,
leading to a variety of forms of treatment over time. During the nineteenth
century, individuals with social, economic, and mental health problems were
housed in madhouses, resulting in them becoming social outcasts. The pioneering
psychiatrists were known as "alienists". Even those who received "progressive"
treatment, such as lobotomies or electroconvulsive therapy, experienced
extensive maltreatment. In the early twentieth century, fashion media rarely
discussed mental health issues, but by the 1970s it was more common to mention
therapy and mental health, with the aim of achieving good care as an aspiration.

Nowadays, advocates for mental health, particularly the younger generations, are
increasingly vocal about mental health issues. Recent research has revealed that
mental health stigma has a negative impact on the job market, particularly in
competitive fields like fashion and academia. To further promote conversations
about mental health, I have decided to share my own experiences.

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Obsessive Compulsive Disorder (OCD) is often associated with characteristics
such as high levels of cleanliness, however, it is a multifaceted condition that is
rooted in neurochemical dysfunction that transcends cleanliness. In my
experience, OCD, particularly "Pure O," is characterized by unbridled intrusive
thoughts. Obsessions with prints, patterns, and colors can be challenging for a
fashion lover such as myself. For instance, when selecting socks, I am prone to
obsessing over small differences and changing them frequently, which can lead to
feelings of anxiety and delayed gratification. Medication has enabled me to
address this issue. Despite the challenges, OCD has certain benefits. For example,
my obsession with organization is in line with my work at museums and archives,
and it also influences the way I assemble my outfits, both aesthetically and to
prevent depressive thoughts. Being aware of my uniqueness can help me to cope
with the difficulties associated with my mental illness.

It is essential to recognize the privilege of discussing mental health openly. I am

privileged to have access to high-quality healthcare, sufficient funds to purchase
medication, and the opportunity to compose this introduction. Everyone's
experience with mental health is different, so it is impossible to single out any
particular issue. However, our mission at FSJ is to create a supportive community
through our connection with clothing. In this issue, we strive to foster nuanced
conversations about the relationship between fashion and mental health, as we all
wear clothing on a daily basis. While discussing this topic can normalize
conversations, we understand that systemic change is necessary. The
development of this issue has brought to light the widespread nature of mental
health issues, as well as the delays and difficulties experienced by contributors
due to the pandemic. Our editorial team is also facing a variety of challenges, such
as job interviews, parenting, and academic pressure. Writing this introduction has
been particularly difficult for me, as my father passed away. However, I was able
to use his grief to create a powerful narrative for this issue.

Since 2020, there has been a period of reflection on the impact of fashion on our
mental health. This reflection has focused on whether fashion has had a positive
or negative impact on our lives, as well as on the need for industrial changes. Prior
to the onset of the pandemic, many of our editorial meetings had become a form
of group therapy. Recent research into the state of our mental health has
highlighted the need for open dialogue in order to address this issue.

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 REVIEW OF LITERATURE

In the research paper, Rethinking Fashion Therapy: Theoretical and Practical

Foundations for Value Creations in Clothing and Textiles Discipline by Hyungjin
Son, Sunwoo Kim, Jihyun Lee, Saeeun Lee, 2015, review emphasises the
importance of fashion therapy, which is based on the concept that physical
appearance has an impact on psychological well-being and can be used to
promote mental health. Drawing on a variety of disciplines, such as psychology,
women’s studies and art therapy, it is important to consider the academic
implications of fashion therapy in order to gain a deeper understanding of its
psychological implications.

In addition, the research paper, The Relationship between attitude towards

Fashion and social identity with mental health of Teenagers and Youths by
Ramezani, Khosro; Mardanpour, Mahsa; Mohammadian, Marjan; Dehghani,
Mohammad Hossein, 2018, involves the study of 220 students enrolled in a
cultural university in Iran. The results of the study revealed that fashion attitudes,
as well as social identity, had a positive correlation with mental health. However,
there was a slight correlation with depression. This suggested that having a strong
social identity could lead to a higher level of well-being. Surprisingly, there were
no significant associations between fashion attitudes and physical health. These
complex dynamics emphasize the need for personalized student mental health
interventions and emphasize the role of educators in prioritizing the well-being of
students.

In the research paper Comfort in Clothing: Fashion Actors and Victims published
in the year 2019 by Dr Karen Cross study explores the meaning associated with
comfort and discomfort in everyday, non-elite clothing. Psychological theory was
explored, revealing individuals perform multiple identities, dependent on the
reaction of others and filtered by previous, lived experience. Psychological
constructs or meanings associated with certain garments can be used to change
or enhance mood. Four identities emerged; the private self, the unrestricted self,
the body-conscious self and the confident self.

In the article Fashion's Impact on Mental Wellbeing published in the year 2019,
Antonia Dittrich states The state of mind you seek can be embodied and positively
influenced by how you present yourself to others via dressing. But fashion does
more than only influence our perception and self-expression—it also has an
impact on how others see us, which can have an adverse effect on our mental
health.

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In pursuit of an identity – fashion marketing and the development of eating
disorders in Fatima S. Parekh, Ruth A. Schmidt, 1 May 2019
This article examines the role of legal, cultural, and societal influences on an
individual's clothing decisions, with a particular emphasis on reconciling these
influences with the individual's own sense of self. It seeks to explore how the Self
can be incorporated into a system in which external factors tend to have more
influence. The author's aim is to contribute to the field of Fashion Psychology by
exploring the inner dialogue between an individual and their clothing while
emphasizing the significance of personal agency in the face of societal and
cultural influence.

Moreover, in "Exploration of the Perpetuating Fast Fashion Cycle: Young

Women’s Ideal Self-Image Pursuit" by Leslie H. Simpson in 2019, states a
qualitative study investigates the relationship between young women's fast
fashion consumption habits and their pursuit of an ideal self-image. It also
underscores the challenges young women face in balancing their desire for an
ideal self-image with the environmental and ethical concerns associated with fast
fashion. The findings reveal that many young women engage in fast fashion
consumption as a means of projecting and enhancing their self-image, driven by
societal beauty ideals, peer pressure, and social media influences.

In this research paper, Fashion and Health: Exploring the Relationship by Rajeev
Kumar, Amity University, Chhattisgarh, January 2020, Mr Rajeev states the
relationship between fashion and health. Fashion is complex and sometimes it is
shaped by current beliefs about health and disease, sometimes by the causes of
disease. He also talks about the era of the media circus, when we judge people by
their appearance, we tend to compromise on the health front without
compromising on the heat front; especially women, who are more prone to fall
prey to fads. His purpose in this writing is to discuss and alert people about their
unhealthy clothing and its harmful effects on health.

n the research study, How does fashion make people feel inadequate and why do
they obey it? by Ceizariene, Beatrice, 2020, states the daily influence of fashion
on physical appearance, body image, and beauty ideals raises fundamental
questions: how does it contribute to feelings of worthlessness? This article
examines the detrimental effects of extreme fashion and persuasive
communication on physical and psychological health. It emphasises the role of
fashion in perpetuating unrealistic beauty norms while recognising its role as a
universal language for self-expression. Although fashion may have its drawbacks,
it remains a powerful instrument for communication and purpose-building,
prompting individuals to adhere to its cues in their pursuit of self-expression and
personal identity.

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In addition, in the research paper, Role of fashion as a form of therapy among
women with disabilities in South Africa by Vivence Kalitanyi, June 2021, the
empirical study conducted in South Africa, seeks to investigate the effects of
fashion on the mental and physical well-being of women with disabilities. The
results of the study suggest that fashion can have a positive effect on the self-
esteem of disabled women, particularly when it comes to body image.
Furthermore, the study proposes to expand the scope of the research to include a
wider range of disabled communities and geographical areas within the country, in
order to further investigate the therapeutic potential of fashion.

In the research paper Fashion-related Remedies: Exploring Fashion Consumption

Stories during COVID-19. In ‘Nostalgia Overpowering, Old is the New Me’
published in year 2022, Nadine Khair states how nostalgia affects the
consumption of fashion-related commodities, as well as COVID-19's hidden
advantages, transitional moments for people, and nostalgia as a coping
mechanism. People had the opportunity to reflect on the past with their family
and friends, which encouraged them to consume specific fashion items that they
identify with, relive the pastanism, and make the decision to buy fashion-related
commodities.

In the article, Fashion Psychology: The Relationship between Clothing and Self by
Georgia Maxi, 2022, they seek to explore the relationship between legal, cultural,
and social factors, as well as an individual's own personal preferences, when it
comes to clothing decisions. It seeks to elucidate the relationship between self
and external factors, particularly in a culture where the former often predominate.
The aim is to advance the field of Fashion Psychology by exploring the role of self
in clothing decisions and to promote a more humane exploration of the
relationship between an individual and their clothing, with less emphasis on
external factors.

In the article “The Psychology Behind Why People Buy” Luxury Goods published
in the year June 2023, Vanessa Page states that because some people consider
common goods to be of poor quality simply because they are not luxury goods,
they also come to the conclusion that more expensive goods are of higher quality.
The feeling of accomplishment is another reason why some people buy luxury
products. They want to reward themselves for their hard work by treating
themselves to things they normally cannot afford.

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Kristopher Fraser in the article "The relationship between fashion and mental
health awareness" states that fashion is a common thing people consume and so
it is a powerful medium for addressing mental health issues. People use clothing
to express themselves and there is no research about it. Clothes are connected to
specific roles. Marketing has used body positivity and self-expression as their
medium to sell clothing. In the fashion industry fashion should be used as a need
rather than a status symbol. Retail therapy is used as an excuse to go shopping
but it is real.

An article on "Psychological Effects of Fashion on Body Image and Self-esteem"

published in February 2023 tells about how fashion communicates about your
rank in society, affordability and profession. One out of five fashion models is a
victim of fashion imposter syndrome. People in this industry are more likely to
experience mental illness compared to other industries. Social media is one of the
factors playing a negative role in people's lives by creating unrealistic beauty
standards and increasing in consumption of fashion content. There is the concept
of enclothed cognition speaks about fashion and its influence on mental state.
Cognitive dissonance is a psychological phenomenon where drifting apart from
personal beliefs and values leads to mental illness.

Perpetuating The Ideal: The Role of Fashion Magazines in Promoting Unrealistic

Beauty by Dr B. Raja, March 2023, has demonstrated that fashion magazines can
have a detrimental effect on the mental health of women, particularly young
women, by perpetuating unrealistic beauty standards and promoting a sense of
inadequacy. This is evidenced by the prevalence of thin models in these
magazines, as well as the fact that photo editing contributes to the idealization of
images. To combat this, it is essential to promote diversity and inclusion in
magazine representations, as well as to promote self-love and acceptance.

Moreover, on March 2023 Krishna Sabaratnam addressed this issue in his article
"Fashion and Mental Health'. Fashion affects the well-being of a person in ways
like anxiety, depression and body dysmorphia. People often spend their money
on products that do not improve mental health. Self-satisfaction boosts self-
esteem and has a positive impact on our mental health and vice-versa.

In the article Impact of Fashion on People’s Health published in March 2023,

Shubham Anil Jain states that Fashion has always had a significant impact on our
health, especially for women, and it still does now. Fashion trends that encourage
unrealistic body ideals can result in body dissatisfaction and eating disorders. He
speaks about how wearing high heels, jeans that squeeze too much, getting
piercings and tattoos, wearing corsets, bulky necklaces and earrings, hair colour
and are badly affecting our body. The study emphasizes the importance of role
models, such as famous people, in influencing consumer choices and spending
patterns.

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In addition, a research paper on Issues of virtual fashion influencers’ reproduced
bodies: a qualitative analysis based on body discourse by Yeoungyo Shin and
Selee Lee was published on 15th August 2023, where they stated recent
developments in the fashion industry, where digital transformation has
accelerated, has been the birth and rise of virtual fashion influencers. By closely
imitating the human body and being active on social networks, their influence on
the fashion industry is gradually increasing. A qualitative analysis was based on
Rosi Braidott's theory about the existence of postal people and the discourse
about the formation of subjectivity. Based on the above theories, these
reproduced bodies can relate to the following issues at risk in contemporary
society: (1) the proliferation of standardized stereotypes, (2) the expression of
the male gaze, power, and desire, and (3) colonial gender hierarchies.

An article on Fat is Fashionable and Fit: A comparative content analysis of

Fitspiration and Health at Every Size Instagram images states that with the
proliferation of Thinspiration and Fitspiration content in popular online media,
the fat acceptance movement has gained greater visibility in mainstream culture
thanks to the growing online blogging community Fatosphere. This study
extended previous Fatosphere research by comparing the common and distinct
strategies used to represent and encourage a fat-accepting lifestyle across 400
images from the Instagram hashtags Fatspiration and Health at Every Size®. The
images were systematically analyzed for socio-demographic and body size
characteristics of the people depicted, as well as content reflecting general fat
acceptance, physical pride, physical activity and health, fat shaming, and topics
related to nutrition and diet.

The Influence of the Thin Ideal in Fashion Magazines in Women at Risk for
Anorexia by Steven R. Thomsen, J. Kelly McCoy, and Marleen Willams, states that
the research examines the influence of female beauty and fashion consumption
on the emergence of anorexia nervosa among young women. This study seeks to
explore how the heightened vulnerability of at-risk individuals influences their
interactions with the media, particularly those of women, in order to gain insight
into how these magazines can shape their lives.

This study about the negative effects of fashion on health by Afa Ansari, Prerna
Thakur, Tamar Peshkova, Sophio Beridze, Salome Glonti, Irina Nakashidze,
Rusudan Vadachkoria, examines the long-term effects of fashion industry
unrealistic beauty standards on the physical and mental health of individuals. In
the conducted survey a large majority of respondents agreed that unrealistic
beauty standards have a negative impact on health and wellbeing. This finding
highlights the widespread recognition of the damaging effects of unrealistic
beauty norms in modern society and the urgent need for a body-positive and
inclusive fashion industry.

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 RESEARCH GAPS
Although the studies and researches provided us with valuable insights into
the potential effects of fashion trends on the mental health of the youth and
the middle aged society.
one gap that was very evident on our research process was the unavailability
of an Indian point of view over our researches on eating disorders and how are
they affecting the health of people.
Further research is required over the fact that how glamour quotient has
become a standard for judging people over their personalities. How an
individual's person style is mostly influenced by someone else and they are
uncomfortable with it.

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 RESEARCH OBJECTIVE
To investigate the intricate relationship between fashion and mental health.
To focus on the impact of body image issues, and the concept of a "glamour
quotient" in the fashion industry
To know how these factors collectively contribute to the deterioration of
individuals' mental well-being.
To explore the prevalence of eating disorders among individuals and the
perpetuation of unrealistic beauty standards in the media.

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 RESEARCH METHODOLOGY
Both primary and secondary data have been used in the following research paper.

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