Exploring Cultural Perceptions and Fashion’s Role in Women Body Diversity and Presentation in Ghana

Purpose: This paper examines cultural perceptions of women’s body diversity in Ghana and explores fashion’s role in shaping the presentation and representation of women’s bodies within different socio-cultural contexts. Ghanaian body ideals are informed by ethnic traditions, communal values, and aesthetic norms that increasingly intersect with globalised beauty standards. The study investigates how Ghanaian women perceive their bodies in relation to cultural expectations and how fashion is employed to align with, negotiate, or resist these ideals. Methodology/Design: Using a qualitative approach, the research draws on in-depth interviews with women across different Ghanaian cultural groups, alongside insights from fashion designers and stylists. This is complemented by a content analysis of fashion media, cultural festivals, and events that highlight the interaction between body diversity and fashion in Ghana. Findings: Traditional Ghanaian aesthetics tend to value fuller, well-proportioned figures as markers of health, fertility, wealth, and social prestige. However, younger generations are increasingly influenced by slimness and Westernised beauty ideals, largely transmitted through digital and global media. Fashion functions as a strategic tool, used to celebrate culturally valued attributes, conceal features deemed less desirable, and showcase individuality. It also provides a platform for resistance, enabling women to challenge body stereotypes while maintaining cultural pride and identity. Practical and Social Implications: The findings underscore the importance of body-inclusive fashion design, culturally grounded media representation, and community-based initiatives that promote body positivity. Strengthening awareness of body diversity through fashion can improve self-esteem, cultural belonging, and social cohesion among Ghanaian women. Originality: This study moves beyond generalised notions of African body image by situating women’s body perceptions within Ghana’s diverse cultural landscape. By integrating cultural anthropology, fashion studies, and body image theory, it highlights how Ghanaian women navigate tensions between traditional and global beauty standards, offering fresh insights for scholarship and inclusive fashion practice across African societies.