Digital Embodiment and Body Positivity: The Philosophical Aesthetics of Bigsize Fashion Branding on Instagram

^1,2 LSPR Institute of Communication and Business, Faculty of Communication, 10220 DKI Jakarta, Indonesia
³ Universitas Negeri Jakarta, Communication Studies, 13220 DKI Jakarta, Indonesia
⁴ University of Debrecen, Faculty of Economics and Business, Institute of Applied Economics, Böszörményi út 138, 4032, Debrecen, Hungary

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study explores how digital fashion branding on Instagram empowers plus-size women to reclaim self-confidence and redefine beauty through embodied aesthetics. Drawing from Merleau-Ponty’s philosophy of body aesthetics and Shilling’s embodied theory, this research investigates how the fashion brand @baggylooks.id fosters body positivity by representing larger bodies with dignity, visibility, and authenticity. Using a qualitative phenomenological approach within a constructivist paradigm, in-depth interviews were conducted with six women aged 25–40 with a Body Mass Index over 25, all loyal consumers of the brand. Findings reveal that participants generally report emotional well-being in daily life, yet express uncertainty when directly discussing their bodies, highlighting internalized beauty norms. Clothing that feels comfortable, stylish, and expressive enhances their confidence and digital presence, especially on social media. Instagram, in this context, becomes a space where digital embodiment supports self-acceptance and cultural resistance to hegemonic thin ideals. The study concludes that inclusive digital branding offers not only commercial opportunity but also socio-cultural impact, enabling women to narrate new meanings of beauty through their lived experiences. It recommends future research across diverse identities and platforms to better understand the broader implications of digital body representation in fashion and media.