Breaking Beauty Stereotypes: Belarusian Women Share Their Journeys to Self-Acceptance

Breaking Beauty Stereotypes: Belarusian Women Share Their Journeys to Self-Acceptance

For several years, Dove has been running the #ShowUs project, aiming to showcase the diverse, interesting, and natural beauty of women. The project has gathered over 10,000 photographs of women from all over the world. Each spring, the Belarusian Fashion Chamber participates in this project, and this year was no exception. Belarusian artists and designers created unique designs for square scarves, and the organizers released a limited collection of these scarves, arranging a photo session for women. The models were ordinary women of different ages and appearances.

Win a Scarf and Share Your Story

Fifty Belarusian women will receive square scarves as gifts. To participate, they need to write a short essay about their personal perception of female beauty, post it on social media with the hashtag #ShowUs, and tag the project organizers.

Dove’s Philosophy on Beauty

“Beauty cannot be defined by shape, size, or color. Beauty is the best version of yourself. Authentic. Unique. Natural,” says Dove. Dove was one of the first companies to encourage women to see beauty in their reflection rather than seek out flaws.

Stories from the #ShowUs Project in Belarus

The organizers and participants of the #ShowUs project in Belarus shared their stories about building relationships with their own beauty and what helps them feel beautiful.

Growing Up with Insecurities

Yanina Goncharova, Chairman of the Belarusian Fashion Chamber: “Despite my insecurities, I found myself in the spotlight early on.”

“Since childhood, I was surrounded by insecurities: too tall, too skinny, smiling too much, knowing too much… As I grew older, these insecurities grew. By the age of 16, I was embarrassed to wear short skirts and dresses, or anything that showed my thin shoulders and legs. This continued until I was about 30: hide, don’t show my thinness. But my self-esteem was strong due to my knowledge, outlook, and ability to communicate well.”

Finding Confidence Through Modeling

“Despite my insecurities, I found myself in the spotlight because of my appearance—I got into modeling. Not because I wanted to feel beautiful, but because it was interesting. Through modeling, I participated in beauty contests, worked as a model, and traveled the world. It was an incredible experience in my life.”

Embracing Aging

“Now I am at a wonderful age, and despite the small wrinkles, gray hair, and other visible changes, I finally love and accept myself as I am.”

Confidence Without Makeup

Svetlana Vinokurova, fashion event organizer, founder of the website about fashion, beauty, and style PROmoda.by: “I can be without makeup and still feel maximally beautiful.”

“I have never had complexes or contradictions about my own beauty. I have always felt very confident, considered myself quite beautiful. Natural beauty is well-groomed skin, manicure, clean hair, a good figure. This is not so difficult to achieve. The main thing is to get enough sleep, drink enough water, and, of course, move.”

Beauty Beyond Makeup

“Beauty for me is not about makeup and complex hairstyles. A woman’s beauty is, first of all, her self-perception, her relationship with herself. I can be without makeup at all, but at the same time feel maximally beautiful. If I am rested and fulfilled, I am beautiful.”

Turning Insecurities into Strengths

Natalya Potkina, designer: “My parents always worried about how I would live with my height.”

“I am short, always the last in line. My parents always worried about how I would live and express myself with my height. But this turned out to be a plus for me: it made me brighter, made me draw attention to myself, strive to be noticed. I stood out with my positivity, joy, and fun. I can’t say that I have questions about my appearance. Now I am 41, and I hear many compliments that I look very good and young. It’s pleasant.”

True Beauty Comes from Within

“For me, a beautiful woman is a woman whose eyes sparkle, who is happy with what is happening to her, who is confident in herself and her future.”

Feeling Beautiful with a Positive Attitude

Vera Kuprevich, a gymnasium student who practices ballroom dancing: “I felt that everyone was looking not at me, but at my glasses.”

“I feel most beautiful when I am in a good mood. Especially when the sun is shining brightly, it immediately becomes joyful. My feeling does not always coincide with the opinion of others: there will always be those who do not like me. But it is impossible to please everyone.”

Embracing Individuality

“I am satisfied with myself, I have never been ashamed of my appearance. But once, when my vision deteriorated, I had to wear glasses. And when I came to school, I felt that everyone was looking not at me, but at my glasses. But now everything is fine: I got used to it, and I have several pairs of glasses—for different moods.”

The Impact of Clothing and Accessories on a Woman’s Beauty

The Belarusian Fashion Chamber has been supporting the #ShowUs project and Dove in their pursuit of natural beauty for several years. Each year, leading designers create unique prints for fashionable accessories—classic square scarves. This year, a competition was announced on the social networks of the Belarusian Fashion Chamber, in which artists and designers participated.

A New Perspective on Natural Beauty

“They made the #ShowUs project more popular and open. This is a new, more creative look at the concept of natural beauty and everything associated with it,” says Yanina Goncharova.

Designers Behind the Scarves

As a result, the scarf designs were created by: fashion designer Tatyana Romanovskaya and the brand By.Romanova, illustrator Olga Borovnik, and artist Olga Ropot.

Celebrating Everyday Women

For the #ShowUs project photo session, not professional models were chosen, but ordinary women—of different ages and appearances. Photographer Irina Podolskaya wanted not only to show how to stylishly wear a scarf this spring but also to emphasize the beauty of each woman, different from each other.

The Role of Fashion in Self-Perception

“Each girl in our project embodies the image of women we meet every day,” Irina shared.

The role of clothing and accessories in a woman’s self-perception and perception of herself cannot be overestimated—believe the participants of the #ShowUs project.

The Perfect Accessories

Natalya: “The most beautiful accessories for a woman are a cute small handbag, a beautiful scarf, fashionable glasses.”

“I am a fashion designer, I have dedicated more than 20 years of my life to fashion. So I know very well that a woman’s appearance greatly influences both her mood and how others perceive her.”

Creating a Harmonious Look

“But it’s not enough to just wear a beautiful dress or suit. The overall image is very important: accessories, shoes, hair color, makeup, manicure—everything should be there and should be harmonious.”

“For example, I always ask women to throw away all beautiful plastic bags. A woman with a bag is a symbol of fatigue and the heaviness of a woman’s fate. The best accessories for a woman…”