Remember.
In September 2022, in Milan, Gucci parades 68 twins and twins.
A vertiginous game of mirrors that echoes our ambivalences, because obviously, the eternal feminine has “lead in it”.
Who is today's woman?
That of social networks filtered, retouched, hypersexualized, even caricatural?
Or the pure and hard feminist who refuses all outward signs of “pretty”.
“All women at the same time, replies Stéphanie Jolivot, director of the luxury Business Intelligence division at Publicis Media.
It is freer, more diverse, more inclusive, even if it must constantly defend its rights.
The beauty industry can contribute to this in its own way.
Hence the importance of the word sisterhood.
It's not just a trend, but also a form of positive feminism that doesn't
does not exclude men, a burst of vitality.”
It is true that in advertisements, the muses feel less and less alone, as in the last campaign for La Vie est belle by Lancôme, where Julia Roberts has plenty of girlfriends.
In video, the new perfume campaign "La vie est belle" by Lancôme
To present his latest perfume Ego Stratis de Juliette has a gun, Romano Ricci quotes Virginia Woolf: “I am not one.
I am many”, adding: “It would not be enough for me to have a lifetime to explore the complexity of a woman.”
Behind the words, the portrait of an increasingly multiple, moving femininity emerges, where each tries to build her own identity even if it means constantly reinventing herself.
Paradoxical injunctions
“Today, women can play with their appearance as they please, comments psychoanalyst Sophie Braun (1) and the game is still funny and pleasant, but at the same time more difficult.
The fewer collective norms there are, the more we are in self-control, with the guilt that goes with it.
Of course, I have the feeling that it's easier to be a little plump or old than before, that women are a little less unhappy, but I still feel they are lost, especially the younger ones.
They belong to groups that set such strong standards.
Freud already spoke of the narcissism of small differences.
There are two movements at the same time.
More freedom on one side and more intolerance on the other, with lots of paradoxical injunctions.
Our expert says she is very impressed by the phenomenon of influencers who overvalue physical appearance (and money).
A form of regression, according to her.
Ultimate symbol of this permanent reinvention, make-up, which lives a great love affair with social networks.
Makeup has moved out of the realm of seduction but is now subject to our own gaze, which has never been so sharp.
Valentine Petry
In his book
Make-up.
Makeup stripped bare
(2), which has just been published, journalist Valentine Pétry depicts these paradoxes very well, makeup being both tools of emancipation and alienation.
“Over the years, makeup has been sold as essential to being a sexier, prettier, less tired woman, she writes, then as a way to have self-confidence, to express yourself, to repair yourself, a weapon of “empowerment”.
While accusing him of hiding natural beauty, his true self or even killing the planet.
Too much makeup, you are vulgar;
not enough, not feminine.
While everyone should be allowed to wear makeup or not according to their wishes and without judgment.
Read alsoViolette Serrat, creative director of Guerlain makeup: "Makeup has a real impact on mental health and the relationship we have with ourselves"
In the West, we would be halfway.
"Makeup has moved out of the realm of seduction but is now subject to our own gaze, which has never been so sharp," continues the author.
According to her, we no longer wear makeup for others, but to succeed in life and look happy.
“We must not confuse identity and appearance, resumes Sophie Braun.
We really want to know who we are.
I find this question absurd.
Identity is not built once and for all.
She is always on the move.
Life is so much funnier if you discover things about yourself all the time.
We would have to accept the idea that each represents her part of the feminine, that there is no ideal or model to achieve.
(1) Member of the SFPA (French Society of Analytical Psychology - CG Jung Institute) and author of
“
La Tentation du fold
”, published by Éditions du Mauconduit.
(2) Editions Les Pérégrines, 240 p., €19.