De nombreuses questions se posent à ce sujet : à quel moment passons-nous de l’acceptation
corporelle à la perfection inhumaine ? sommes-nous vraiment passés d’une tendance à l’autre? ou
bien les deux cohabitent-elles simplement? Donne l’impression qu’ils partagent le même espace,
et que, dans de nombreux cas, cette auto-acceptation montrée sur les réseaux sociaux va
seulement au point où elle est bien jugée par les autres, ce qui entraîne implicitement une peur et
finalement pas dans tous les cas une acceptation réelle.
D’un autre côté, nous sommes encore à l’époque où les célébrités et les marques dictent pour
beaucoup les standards de beauté. Nous ne pouvons pas nier que des progrès ont été réalisés
dans ce domaine, comme en témoigne notamment le fait que des campagnes publicitaires pour
des marques telles que H&M ont engagé des modèles humains avec des corps avec lesquels la
plupart des consommateurs se sentent identifiés.
Toutefois, il faut se demander si nous sommes témoins du moment où les robots, en collaboration
avec les grandes marques, commencent à dicter ces normes de beauté. Il faut se demander aussi,
quelles conséquences cela peut-il avoir s’agissant de modèles non humains et parfaits?
On commence a vivre à petite échelle ce que pourrait se passer. Après l’apparition de Lil Miquela
et des publications de célébrités comme Kendall Jenner, les taches de rousseur sont de nouveau à
la mode. Avec la création du #FakeFreckles, ils existent des filtres sur Snapchat ou sur Instagram
pour se prendre en photo avec ces petites taches. Du même, certaines personnes ont choisi de se
dessiner ou même de se faire tatouer ces petites taches, une scène qu’on a vu dans le métro
parisien cet été. Cela montre jusqu’où peut aller les concepts d’auto-acceptation et du naturel. Du
même, c’est un reflet de l’influence que ces personnages publics (réels ou non) ont sur le marché
et sur ses followers.
Du coté de l’industrie de la mode, on peut imaginer que ces influenceurs numériques qui n’ont pas
d’acné, qui ne vieillissent pas, qui meurent pas théoriquement, et qui surement auront toujours le
poids idéal quel qu’il soit, peuvent signifier pour les marques une simplification des processus de
casting, étant donné qu’ils vont finalement pouvoir créer le mannequin qui correspond parfaitement
à leur ADN, un modèle qui pourra porter toutes leurs créations sans aucun inconvénient physique,
de santé ou d’agenda.
Ces personnages pourront même modeler sur une passerelle grâce à la technologie des
hologrammes. Rappelons qu’en 2011 la marque Burberry a organisé un défilé complètement
holographique pour l’ouverture de son magasin à Pékin.
Or, il est notre responsabilité de nous interroger face à cette réalité, quel message essaient de
nous faire comprendre les créateurs de ces influenceurs et les grandes marques ?, peut-être
s’agit-il d’une critique du système, qui, volontairement ou involontairement, a fini par être
lucrative?, ou c’est juste de la publicité déguisée.
En tout cas, étant partie de la société confrontée à cette réalité, la valeur de l’être humain réel
dans cette ère technologique mérite d’être repensée.
Auteur: Maria Catalina Zamora Verù
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