Kardashians and Body Image
When people think about positive body image, they likely don’t think of the Kardashians. These women, known for their surgically enhanced bodies, are often blamed for promoting unrealistic beauty standards. Ironically, however, many of the Kardashians’ businesses use diversity and inclusivity as their number one selling point.
Although always prominent in the media, the Kardashians have recently been trending once again after the release of their new Hulu show, which follows their lives as they work, socialize, and deal with the ups and downs of their extreme lifestyles. Khloe Kardashian’s brand, “Good American” is highlighted on the show. She is shown choosing models for their next campaign and talking about how important it is to her that the models are diverse and represent many different body types.
Khloe also states that if retailers want to carry Good American, they must agree to carry the full range of sizes. She recalls shopping when she was younger and feeling isolated when she could not find clothes big enough to fit her. Khloe hopes that by the time her daughter is older many more brands will take a similar approach and promote different shapes and sizes rather than highlight one and shun others.
One of Kim Kardashian’s current business endeavors is a shapewear line called SKIMS. One look at the website and it is immediately clear that this brand also wants to present an inclusive front. Models of all sizes and skin tones accompany the slogan: “solutions for every body.” The sizes range from XXS to 4X, ensuring that there are options for everyone.
On a surface level, the Kardashians’ businesses seem remarkably diverse and inclusive, and seem to promote a healthy sense of body image and representation for all. But something feels off. As inclusive as these businesses may seem, embracing all body types, sizes and ages, the women behind them follow a stamp and repeat aesthetic only achievable through surgery and airbrushing.
They all essentially look the same with enhancements such as lip filler, botox, and butt implants. They follow a standardized model of “beauty” and in doing so, perpetuate it. What they’re saying is: “Whatever you look like – no matter your shape, size or age – you want to look like me.” That’s what we’re sold on.
However, last year when an unedited photo of Khloe was leaked, she did everything in her power to ensure that it was removed. The truth is that even the Kardashians don’t look like the Kardashians. They use photoshop and plastic surgery to create a look that has become the beauty standard even though it is so unachievable.
Kim, for example, is famous for having wide hips but a small waist, a body that cannot be achieved through work out – only with plastic surgery. Kylie – who has made her money selling lipsticks – is famous for having completely synthetic lips.
Inclusivity is essential in this day and age, to the point that a brand cannot survive unless it promotes some form of it. Customers want to support brands that seem to care about representation, and so will buy from brands like SKIMS which market to an all-inclusive audience. But I fear that in many cases, especially in the case of the Kardashians, the inclusivity approach is merely a ploy, to encourage customers to buy products which feed the ultimate and true goal: making money.