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A growing body of sociological literature defines physical appearance as a form of capital, a convertible resource in contemporary societies. The purpose of this study is to examine the importance of consuming on children’s fashion as a part of this appearance-oriented consumer culture. We investigate if the mothers we interviewed see their children as their extended self and actually are negotiating their own aesthetic capital through their children’s clothing.

In this study, we utilise 10 semi-structured themed interviews with Finnish mothers who were recruited from a popular Facebook group, focused on discussing children’s fashion.

Results indicate that women see their children as their extended self, and as such, they can be seen negotiating their own aesthetic capital through consuming practices for their children. Additionally, the investment in the physical appearance of children can be seen as a construction of a contemporary understanding of proper motherhood in the middle-class context.

Although extensive research has been carried out in expenditure on children’s fashion, this research offers a novel approach by combining research on parenting in a consumer culture with the theory of aesthetic capital to explore the materially based construction of parenting in the Finnish context.

The purpose of this paper is to investigate the gendered double standards of exploiting physical appearance in Finland. Drawing from literature on physical appearance as a form of capital, four hypotheses on role of gender in endorsing double standards are put forth, and then empirically tested. The focus is on whether women or men are more disapproving of women exploiting their appearance. The paper also explores whether self-perceived attractiveness has an influence on the gendered endorsement of double standards.

The study utilises unique survey data with a split-ballot design to study gendered double standards at a societal level by means of ordered logistic regression. The data are nationally representative of 15-74-year-old Finns (n=1,600).

The main finding is that women are more prone to endorse the double standards against each other. It is particularly women who do not perceive themselves as attractive who are likely to hold double standards. Experienced unattractiveness is associated with disapproving attitudes towards the exploitation of physical appearance-related assets for both women and men. Men are overall more approving compared to women, and do not generally hold double standards.

Research on double standards in different spheres of life in a relatively gender equal country like Finland gives an intriguing example of gendered social inequality. The information provided by this paper deepens our understanding of gendered social stratification related to physical appearance.