Between Aspirational Models and Transnormativity
Trans Women Representation in Luxury Fashion Films
DOI:
https://doi.org/10.62161/revvisual.v18.6300Keywords:
Fashion Films, Luxury Brands, Luxury Fashion, Branded Content, Transnormativity, Rainbow-Washing, Trans ActressesAbstract
This study examines how luxury fashion brands represent trans women in their fashion films (2017–2023), a format chosen for its narrative capacity to convey values and emotions. Using a qualitative-descriptive approach, it analyzes iconographic, psychological, and social dimensions, including intersectionality and stereotypes. The results show that the campaigns highlight the empowerment and identity of trans women, but do so by reinforcing a transnormative and idealized image. While the brands claim to be inclusive, these representations may serve marketing purposes, reflecting a whitewashing of genuine commitment and raising questions about the authenticity of their commitment to trans representation.
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