Culture

Why do female Asian-American fashion and beauty YouTubers go blond?

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Abstract

Appearance works as a medium to communicate individual self’s identity(Hillestad, 1980; Roach-Higgins & Eicher, 1992). Individuals are seeking to achieve a balance between the images that they imitate and the distinction they need to express about themselves (Simmel, 1904. It has noticed that more and more female Asian-Americans bleach their natural hair to blond – the trend of young female adults in the U.S., just as popular among celebrities as it is among beauty Youtubers. This study aims to examine how Asian-American women negotiate their beauty ideals from their hair transformation journey.

Keywords: YouTuber, beauty, Asian-American

How to Cite:

Wei, B., (2020) “Why do female Asian-American fashion and beauty YouTubers go blond?”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11752