The latest trend to dominate the fashion landscape is baking.
For decades, it has been a staple of American beauty, from high-end makeup to body-shaming.
But, according to new research, it is not all good news.
“There is a whole movement now, it seems, where it is now the norm,” said Jennifer Pfeifer, a professor at the University of California, San Diego, who has written extensively about the trend.
Pfeiger has studied baking and has spent years researching the social and psychological effects of baking.
“People don’t like the idea of baking, because it implies that you are not really a beauty queen,” she said.
“It also suggests that you don’t look like a beautiful person.”
Pfeider said the trend is about as far removed from beauty as it can get.
The term “baking” has been around for about 70 years, Pfeitter said.
For a while, it was popularized by makeup artist Alice Bailey in the 1930s.
But Bailey’s obsession with perfection and her belief in the “desserty” of the body meant that many of the world’s most famous women were not baking in their early 20s.
“As we moved into the 20th century, baking became associated with being a pretty girl,” Pfeiler said.
In the late 20th and early 21st centuries, baking was used as a shorthand for beauty, but the trend began to fade after the 1960s, when women began to have more choices in what they were exposed to in the marketplace.
The trend was revived in the 1960’s, when celebrity chef David Chang began using baking as a way to get people to pay more attention to their skin and to look at the way their bodies were painted, Pye said.
Baking, P.A.C.A., is not baking.
It’s a recipe for baking.
So are we ready for a new generation of baked beauty?
“There are many more women than there ever have been before,” Pye, the research associate, said.
While many of Pye’s students are women, she is confident that the trend will continue, even as women start to leave the industry altogether.
“Baking is definitely alive,” P. A.C., Pye told Wired.
“I think that’s really exciting.
It makes us realize how quickly this is changing.”
Pye is one of many researchers studying the trend, which she believes has more to do with changing norms and more to with changing demographics.
“The people who are baking now are younger, they are more affluent, they have more disposable income, and they are much more likely to be white and affluent,” Pffie said.
But Pye does not believe the trend to be about cosmetic or cosmetic-related concerns.
“We’re not talking about what is a beautiful body and what is not,” she told Wired, “and I think the reason for that is because people are really embracing this idea that we are not human.”
A study published in the Journal of Fashion Design in October found that baking is becoming more common as women continue to make their own personal choices.
Researchers surveyed 3,500 American women aged 18 to 45 and found that about 60 percent said they baked before they had kids, up from 37 percent in 2014.
The study also found that 60 percent of participants baked their own clothes before they bought them, up slightly from 50 percent in 2015.
And women are more likely than men to say they bake their own shoes, dresses, and accessories.
And in a study of 500 men aged 30 to 50, nearly half of men reported baking their own outfits, up significantly from 41 percent in 2016.
Pye believes that as more women bake, there will be more opportunities for them to be perceived as beautiful.
“So we’re just seeing this growing interest in this as a thing that can be beautiful and sexy,” she added.
“This is not about being a perfectionist or something.
It is about being able to create something that is beautiful that you love to see in your life.”
Pffee says there is no evidence that baking has any negative effects.
“But when you are talking about the world of baked goods, it could be a little bit different,” she explained.
“Because we have to be careful, it might be that people who bake for the first time are just beginning to think about how they can make their baking better.
Or maybe they are really comfortable with the idea that it is baking that they love.”
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Contact Lauren Cappuccio at [email protected]