The video on Caribbean Fashion week show the trends that are currently taking place in Jamaica. A major trend in Jamaica is the very illegal and very dangerous is the skin bleaching process. Both women and men are obsessed with lightening their skin pigment to make them go from “black” to “brown”. Some even go to the extreme to make themselves be close to white. Musical influences in Jamaica have promoted this idea and people have began to follow because they think that skin bleaching makes them look more beautiful and appealing to the opposite sex. They have adopted this concept from Americans by seeing that their skin is naturally of lighter color, as a result they want to be like the American people. Women in Jamaica who were interviewed said they wanted to look like Beyonce and Nicki Minaj who both have lighter complexions and curvacious bodies. The skin bleaching processes has also become a matter of economics and education where people in the lower class in Jamaica are skin bleaching as a way to move themselves up financially. Mostly women who are poor feel that once they bleach their skin they will meet someone of higher status normally would have not even talk to them because their skin was too dark and considered unattractive. There is also a lot of ignorance attached with this process because even though the people of Jamaica are told that skin bleaching is harmful to their health and could cause cancer, many people do not care and continue to do it because they are so focused on being part of the fashion world and being able to do better for themselves by getting more attention and meeting new people. Simmel would say that people are trying to individualize themselves from others while trying to fit in with everyone else around them, This process of skin bleaching directly relates to Simmel’s sociological approach to fashion which describes fashion as permitting social mobility for those from lower classes.
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