History and Evolution of Image and Fashion

Evolution of the concept of beauty through the ages.

What we consider "beautiful" is not an absolute truth, but a social convention that has radically mutated.

In antiquity, the Greeks associated beauty with mathematical harmony, balance and moderation ("nothing in excess"). For them, the beautiful was equivalent to the good.

In contrast, in prehistoric times or in the Renaissance, robust and voluptuous silhouettes were valued as a symbol of fertility and status, since thinness was associated with poverty and disease.

With the advent of canons such as the Vitruvian Man, proportions were standardized.

Understanding that the ideal of beauty is a changing cultural construct frees us from the pressure to fit the current model, allowing us to value the diversity of bodies.

Historical milestones in image consulting

Image consulting as a formal profession has recent roots. In the 1970s, pioneers in the United States began to scientifically study the impact of wardrobe on behavior, publishing manuals on "dressing for success." This established the concept of "closet engineering".

In the 1980s, with the massive entry of women into the corporate world, the industry exploded, focusing on "power dressing".

Two schools emerged: the American, more directive and focused on strict rules for rapid transformation; and the European, more process and personal style oriented.

In the late 1990s, with the rise of technology companies and the relaxation of codes ("casual Friday"), the profession had to reinvent itself to manage the new informality.

The sociology of fashion and paradigm shifts

Fashion is not frivolous; it is a direct reflection of history. From the rigidity of corsets in the early 20th century to the liberation of the silhouette in the 1920s and the austerity imposed by the world wars, each garment tells a social story.

The 1950s saw the rebirth of classic femininity, the 1960s and 1970s brought youth revolution and freedom, and the 1980s empowerment and ostentation.

In recent decades, we have seen a fragmentation into "urban tribes" and an acceleration of consumption (fast fashion) that has changed our relationship with clothing from durability to immediacy.

Today, the paradigm is moving towards greater individualization and a breakdown of traditional gender norms, where style becomes a tool for personal expression rather than class belonging.

Summary

The concept of beauty is a changing social convention, not an absolute truth. It has mutated from Greek mathematical harmony to the robust silhouettes of the Renaissance for status.

Image consulting was formally born in the 1970s with the concept of "dressing for success". It evolved from the "power dressing" of the 1980s to today's informality.

Fashion reflects social history and paradigm shifts. Today we are moving towards individualization, where style is a tool of personal expression and not of class.