Women's human identity challenged by cosmetics and fashions

The social phenomenon of fashion is not restricted to any specific society and culture. The emergence and disappearance of a fashion go through the five stages of creation, introduction, propagation, mass production, and demands for a new fashion. The exploitation of fashion by the capitalist system results in socio-cultural changes in other countries. Women’s inclination towards fashions can be explained through different approaches. Psychologically, man’s need for beautifying and showing himself / herself justifies his / her inclination to fashions. From a sociological perspective, categories such as pattern, consumption culture, life style, and body consciousness are at work explain the reasons behind inclination towards new fashions. There is no doubt that fashion is also closely associated with socio-economic class, the role of mass media, the process of globalization, and capitalism. The prominent role of fashion in women’s identification and the paradox of valuing the body or the soul challenge women’s identity in various ways. As a result, it needs serious cultural policy making.