Abstract
This article analyses the cultural construction of youth and beauty as socially dominant values through an interrogation of Colombian fashion magazines produced between 1970 and 1999. To this end, the article analyses the role of fashion and the textile industry – including brands, textile companies and designers – within this key period to understand the transformation of male and female values in the process of establishing youth as an imperative standard for appearance and behaviour. The methodology used is discourse analysis applied to visual and textual advertising published by fashion magazines during the aforementioned period, as a means to understand the ideals and values of fashion and its material culture. This article reveals the tensions between the historical construction of youth in Colombia and the textile and fashion industries, the de-differentiation of youth as a value in men and women, and the paradoxical ambiguity between the ephemeral logic of fashion and the eternal aspiration of youth. These issues have not been adequately explored with regard to Colombia yet.
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