Abstract:
The research paper explores the Zimbabweans’ view of ideal woman’s body features to provide a
comprehensive overview of what is considered an acceptable silhouette in Zimbabwe’s cultural groups in
order to achieve better fitment of fashion products by clothing manufacturers. The study used a qualitative
research approach in which participants for the interview were purposively selected based on assumed
knowledge of cultural norms, values, and beliefs. The study participants comprised both men and women
of above 56 years from different cultural groups in Zimbabwe, drawn from the ten provinces namely
Matebeleland north, Matebeleland south Bulawayo Harare Mashonaland central, Mashonaland west,
Mashonaland east, Masvingo, Midlands, and Manicaland. The study sample consisted of ten elderly
partcipants, 5 males and 5 females purposively selected from one district per province. These were subjected
to in-depth face-to-face interview and observations to get their perspective on the ideal body features of
an ideal woman according to their cultural norms, values and beliefs. The study findings revealed that the
ideal body features for the Zimbabwean woman are large nicely curved hips, narrow waist and well-shaped
burst area, conforming to pear-shaped silhouette, giant and averagely built body. These ideal features are
molded onto the girl child through traditional medicinal consumption and physiological intervention at a
tender age from birth to six years.
