Gangnam Beauty
Chelsea Chun
How do we judge beauty in a society where altering one’s appearance can both attract admiration and harsh judgment? Gangnam Beauty delves into the intense scrutiny surrounding South Korea's beauty standards. Known as the plastic surgery hub of South Korea, Gangnam has coined the term "Gangnam Beauty." This term criticizes those who meet South Korea's rigid beauty ideals through extensive cosmetic procedures, only to be labeled as "fake" or "generic" for their efforts.
This project employs elements of a criminal investigation to highlight how rigidly these beauty norms are enforced, treating deviations as severe breaches of societal expectations. It explores the contradictions of striving for an ideal while facing censure for the same.
The book discusses the historical roots and societal impacts of these beauty standards, enriched with personal anecdotes and media analyses that reveal the deep-seated challenges individuals face. Motion posters accompanying the text provoke thought on the nuances of beauty and identity, asking viewers to consider questions like, "Do you stand out?" or "What is too perfect?"
Gangnam Beauty seeks to ignite a discussion on the extremes of beauty standards, aiming to deepen understanding of what beauty really means and the societal effects of conforming to or resisting these norms. This exploration pushes for greater acceptance of individuality and a redefinition of beauty that respects personal uniqueness as the true standard of beauty.