AN ENDLESS REVOLUTION: BEAUTY STANDARDS DURING THE DIGITAL AGE
In a connected world, beauty has become not only subjective, but profoundly influenced by the digital. The concept of beauty has always evolved alongside cultural and technological advancements, afterall, social media and technology have accelerated this transformation, creating opportunities to challenge traditional norms and celebrate diversity.
From classical aesthetic standards to today’s fragmented landscape, the journey of beauty has been one of reinvention. In ancient times, ideals were rooted in symmetry and proportion, as seen in the Greek "golden ratio." The Renaissance celebrated opulence and idealized forms, with artists like Botticelli and da Vinci emphasizing human beauty as a reflection of divine perfection. By the 20th century, media brought homogenization by promoting a specific idea of beauty that was often unattainable for most people. Icons like Kate Moss and Victoria's Secret Angels symbolize these ideals that became pervasive through campaigns and television, setting unrealistic expectations that many strived to imitate. However, the arrival of the Internet marked a turning point, disrupting these rigid standards and democratizing beauty by giving a platform to diverse voices and alternative aesthetics. This shift allowed marginalized representations to gain visibility, reshaping beauty as a more inclusive and multifaceted concept.
GuvmanianAlexander McQueen Fall 2009Alexander McQueen Fall 2008
Platforms like Instagram, TikTok and Pinterest have revolutionized the way we perceive beauty, creating an "editable" version of appearance. Filters and algorithms promote flawless images, reinforcing the notion of a "perfect" look that aligns with conventional ideals. However, these platforms have also given rise to movements like #SkinPositivity and #BodyNeutrality, which push back against perfectionism by promoting acceptance of diverse body types, skin conditions etc. This dual role of social media creates a paradox - a space where imperfections are celebrated, yet idealized versions of oneself are curated for approval. At the same time, social media has given rise to aesthetic subcultures that reject traditional norms. Movements like ugly beauty take this paradox further, embracing eccentricity and using cosmetics to intentionally create unconventional looks. Initially, this trend hit the red carpets but now it’s spreading across platforms "uglifying" what is conventionally attractive and reinforcing the digital age’s celebration of self-expression.
Likewise, the rise of AI and AR has further blurred the lines between beauty, art and technology. As plain selfies become less engaging, AR filters allow users to explore different landscapes, such as the glitch aesthetic, which finds beauty in technological imperfections like pixelation and distortions. The cultural shift toward embracing flaws as forms of expression ties closely to the rise of AR and AI filters on social media. Initially, face filters were primarily used to "photoshop" and enhance traditional beauty ideals by creating the perfect image. Over time, these filters have expanded to offer a variety of creative possibilities, allowing users to transform their appearances in unorthodox and abstract ways, transitioning from tools of perfection to mediums for artistic experimentation.
AVAVAV SS2024AVAVAV SS2024Alexander McQueen SS2001
Brands have explored this evolution, creating branded filters that engage users in playful, personalized experiences, blurring the line between marketing and self-expression. For example, young designers like Youth Archives’ filter allows users to try on their CONTRARIO sunglasses, a function that enables people to have fun with their product. Simultaneously, the rise of independent filter creators has turned filter design into an artistic expression, with creators developing unique AR effects, such as Johanna Jaskowska. The democratization of filter creation has opened new avenues for creativity, making AR and AI tools central to how beauty and individuality are expressed in the digital age.
Meanwhile, fashion has been a consistent force in redefining beauty standards, with avant-garde designers like Alexander McQueen and AVAVAV leading the way. McQueen’s collections often celebrated the extraordinary and the grotesque, featuring skeletal motifs and organic structures. His designs evoke a deeper emotional response pushing us to see beauty in distortion, imperfection and raw emotion. AVAVAV, with their chaotic and unconventional Fashion Shows, further challenged traditional beauty ideals. By embracing the unexpected and subverting expectations, AVAVAV demonstrated that beauty can be found in the messy, the imperfect, and the unconventional. Beauty stands in breaking from the uniformity of traditional ideals.
Youth ArchivesKate Moss by Corinne DayJohanna Jaskowska
Looking ahead, beauty is becoming increasingly decentralized and subjective. AI, AR and aesthetic subcultures are dismantling stereotypical beauty, replacing it with personalized ideals tailored to individual tastes. This reflects a growing rejection of rigid norms where beauty becomes a celebration of authenticity and creativity. Technology and fashion empower us to redefine aesthetics, opening the door to a future where beauty is as unique as the individuals who shape it.
Written by Giada Speri a GLITCH Magazine Contributor