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Mammary Mania in Japan

Mammary Mania in Japan positions 11:2 Fall 2003 1992, we find an astonishing proliferation of bogus gadgets like Angel Wings huckstered in almost all magazines geared toward women, including those aimed at high school–aged girls. There is a contemporary model of female beauty that now incorporates an Americanesque view that a “full balcony,” to borrow from the Italian, is an essential attribute of womanhood. In addition to extreme thinness and smooth hairlessness, the size and shape of the breasts have recently become an important index of female attractiveness.3 Although American hypermammary fixation has continued from earlier decades into the new millennium, enthusiasm for large breasts is of more recent vintage in Japan. Particularly in women’s magazines and the beauty industry, we see aggressive competition for customers who want to transform their figures into a top-heavy shape. I would like to look at some of the changes in breast fashions and symbolism that have occurred in Japan, and at how a new focus on the breast as an aspect of female beauty is reflected in a lucrative industry for bust products and services. When we speak of a sociology or anthropology of fashion, most often it is external clothing that comes to mind. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png positions asia critique Duke University Press

Mammary Mania in Japan

positions asia critique , Volume 11 (2) – Sep 1, 2003

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Publisher
Duke University Press
Copyright
Copyright 2003 by Duke University Press
ISSN
1067-9847
eISSN
1527-8271
DOI
10.1215/10679847-11-2-271
Publisher site
See Article on Publisher Site

Abstract

positions 11:2 Fall 2003 1992, we find an astonishing proliferation of bogus gadgets like Angel Wings huckstered in almost all magazines geared toward women, including those aimed at high school–aged girls. There is a contemporary model of female beauty that now incorporates an Americanesque view that a “full balcony,” to borrow from the Italian, is an essential attribute of womanhood. In addition to extreme thinness and smooth hairlessness, the size and shape of the breasts have recently become an important index of female attractiveness.3 Although American hypermammary fixation has continued from earlier decades into the new millennium, enthusiasm for large breasts is of more recent vintage in Japan. Particularly in women’s magazines and the beauty industry, we see aggressive competition for customers who want to transform their figures into a top-heavy shape. I would like to look at some of the changes in breast fashions and symbolism that have occurred in Japan, and at how a new focus on the breast as an aspect of female beauty is reflected in a lucrative industry for bust products and services. When we speak of a sociology or anthropology of fashion, most often it is external clothing that comes to mind.

Journal

positions asia critiqueDuke University Press

Published: Sep 1, 2003

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