Cultural Insight - Femininity Examined — Cecilia Esquivel

Cultural Insight - Femininity Examined

Political - anti-abortion law in the states. this political movement has been a step backwards for human rights in one of the world's most developed countries. this political movement is very personal for a lot of women who have had abortions in the past and for all women who now know they won't have the legal choice for an abortion in the future. This law is political and yet deeply personal.

Economic - given the economic cycle, we are nearing a downturn in the form of an economic recession. customers are going to be more selective about what they spend which will affect the success of many brands and retailers in the near future. We as customers are going to purchase products we deeply love or that we will get a lot of use from.

Social - femininity in a new wave. Women are learning about feminine traits/behaviors and reclaiming their femininity without feeling like it is inferior to masculine traits/behaviors. Society has placed a premium on masculinity and being hard and constantly working and producing. The rise of women pursuing a 'soft life' where work and success aren't their number one priority has been a response to spending more time with their thoughts during quarantine which allowed them to reevaluate their lifestyles and their values. In my opinion, this is a powerful decision that honors womanhood - the ability to give life and be nurturing - and that puts it on the same level as pursuing a full time career, instead of burning out by thinking managing both is the status quo.

Technological - Rise of online video content where creativity can come from the everyday. content that can be created in everyday locations/settings is becoming more reputable and successful than professionally created content. Relatable content is selling more product and growing brands more successfully than professionally rendered videos and images.

pegs analysis

Human Needs - Femininity and a soft life are challenging the idea we have in society of women in 2022. Women reclaiming their energy and time by incorporating soft aspects to their life shows that they are challenging the idea society of where their value should come from. This supports the idea that women are placing value on resting, creating, exploring, and living fully in ways outside of capitalism. The human need femininity and living a soft life will respond to is esteem and self-actualization.

Macro Trends - Society will take years to place higher value on women's inherent strengths like creativity, being nurturing, being empathetic, being more emotionally intelligent and sensitive. It will take longer for women to shift their value system from what is desirable by men (and the male gaze) to what is unique to women.

Micro Trends - Women's day to day routines have shifted to include time set aside specifically for more self care. Additionally, women have responded to quarantine by placing a premium on their inherent value that comes from womanhood - such as the ability to have children and to be more emotionally aware. In relationships and friendships, women are embracing and addressing their desires and feminine traits.

Color, Materials & Shape - There are trends and aesthetics that have arisen recently that are directly related to more overtly feminine styles. Given street style and athleisure are rising in popularity, women who identify with femininity and embrace softer silhouettes and feminine shapes are doing so against the grain, they are intentionally choosing to come off as feminine. Femininity and choosing a softer approach to life as a value does not translate to having an overtly feminine aesthetic. Spending time selecting a cohesive style or choosing a neutral aesthetic are some ways fashion will start to look like for this subset of soft girls.

The way the fashion industry talks about itself & its aims - I see fashion and trends for women being very streetwear/athleisure-heavy versus softer or more form fitting. The fashion industry has to cater to both aesthetics. Feminine aesthetics have always been included in fashion brands.

design filter

Creative Inspiration Moodboard

Creative Director Product Examination