It ain't fashion, if it ain't sustainable

Edith Cowan University

Consumer Trends / Shopping

31 July 2023

2 minutes

Activewear retailers deliberately use body-focused marketing to promote their products, which tend to be tight, form-fitting or revealing. This type of imagery can be very threatening to women’s body image because it promotes an idealised and difficult to attain physique.

Activewear Angst: Shopping for Workout Clothes Make Women Feel Worse About Looks

Studies by the Edith Cowan University (ECU) have found that the use of fit and toned models in tight-fitting clothing used by activewear websites make women feel worse about their looks and they experience lower self-esteem after browsing an activewear website, leading to negative body image.

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