In recent years, a real debate has broken out on the perception of the body - especially of women. Among many controversies that have taken place, the case of body positivity must certainly be included; this “slogan”, then exploited, has influenced the fashion and catwalk sectors - and not only - leaving questionable traces, and extinguishing itself - like the flame of a wet match.
Many reflections are necessary, at this point: is it right that bodies and our bodies are represented as battlefields? What is a body really?
We talked about it with Carolina Amoretti, photographer and creative director, who has shaped her idea of bodies starting from the skin of her women, of her people.
With Fantabody, her ambitious brand founded in 2015, Carolina has given life to an aesthetic language that embraces reality for what it is: complex, imperfect and wonderfully authentic. There is no forcing in Carolina’s projects, at the center of which sinuous bodies stand out - with their own lines, their own roughness and tenderness. Carolina thinks of a body as the open book of life; the skin, with its scars, is a map that reveals experiences, identities, desires.
When we talk about bodies and perceptions of these we are not referring only to the catwalks, but we are talking about ourselves, our society, the realities we go through. Fantabody is a profound and revolutionary project, born from the need to change the way we see ourselves and the world. Unrealistic and limiting standards have fueled a univocal or little-faceted idea of beauty, expanding the spread of toxic and dangerous narratives.
Fantabody is a celebration of strength and vulnerability, sensuality and complexity, an aesthetic rebellion that invites you to rediscover the freedom to be yourself.
In addition to Fantabody, Carolina has created Fantastudio, a creative space in the Stadera district of Milan, which is a meeting point, a laboratory of ideas and a place of sharing. It is here that her art takes shape, mixing fashion, photography and storytelling to build a free and inclusive imagination.
In this dialogue with Carolina, we will explore the roots of Fantabody, its intimate relationship with the body and beauty, and the way in which fashion can become a tool for emancipation and awareness.
How did you start thinking about an aesthetic that celebrates bodies in all their shapes and uniqueness and peculiarities?
I started thinking about an aesthetic that celebrates bodies in all their shapes and uniqueness because I felt the urgency to represent reality for what it is: we live in a rich, imperfect, and wonderfully varied society.
When Fantabody was - slowly - born, in 2015, the women represented were not the ones I saw around me.
The desire to build up my own idea was born from a personal reflection and a sense of responsibility towards a visual language that was more inclusive and authentic. I have always felt attracted to the stories that each body tells and the intrinsic beauty of diversity or simply truth.
The inspiration came from observing how society often defines unrealistic and limiting standards, creating insecurities. I wanted to overturn this narrative, putting what is unique at the center, what is usually hidden or considered a "defect".
My visual approach celebrates lines, textures, scars, and everything that makes a body authentic, as a map of experiences and identities.
I believe that art and aesthetics have a transformative power, and I want my work to contribute to positive change, to inspire acceptance, self-love, and celebration of diversity.
Fantabody seems to want to challenge traditional standards of beauty – and we have seen this by seeing your wonderful campaigns, Carolina. What were your references and personal experiences that led you to combine your work with this thought on bodies?
Fantabody was born from the desire to create a language that was deeply free, capable of embracing beauty in its multiplicity.
My references have always been a mix of personal experiences, subcultures, the sea, dance, and artistic influences that put rebellion at the center.
As a young girl, I often felt out of place compared to traditional standards of beauty, and this feeling pushed me to look for a space where I could feel accepted without compromise.
I remember the moment when, at about 17, I thought that it was better to do beautiful things than “to be beautiful". This was a great enlightenment.
Fantabody is therefore a celebration of strong, vulnerable, sensual and complex bodies, without filters or fears.
In your photographic works, and with Fantabody, you often show bodies that break the mold dictated by traditional canons. How do you choose the subjects and how do you help them feel comfortable during the creative process?
The choice of subjects for my projects, both photographic and for Fantabody, comes from a natural attraction towards what tells a unique story.
I often work with people who are not used to being in front of a camera; it is important for me to create a safe, empathetic and open environment.
During the creative process, my priority is to make the subjects feel welcomed and respected. I spend time getting to know the people, understanding what makes them feel most at ease and building a dialogue that makes the moment shared and free of judgment.
I also use practical tools to make the subjects feel at ease: music they love, relaxed conversations, I get naked with them. I want the set to be a free space, where they can express themselves without pressure or expectations.
Fashion has often imposed unrealistic standards of beauty. Do you think the industry is really changing? Or is there still a lot of work to be done?
I believe the fashion industry has changed, but there is still a lot of work to be done.
In recent years, we have seen a greater openness towards more diverse bodies, identities and narratives - also thanks to the push of social movements and the growing demand for authenticity from the public.
Brands, designers and creatives are starting to recognize that beauty is not one-sided and that representing this variety is not only ethical, but also culturally and commercially powerful.
However, we must be realistic: many of these initiatives risk remaining superficial, a sort of "diversity washing" to follow trends, which perhaps have already partly gone adrift.
How do you design garments that not only dress, but celebrate the diversity of bodies, through your Fantabody? Is your mission perceived, beyond your garments? Fantabody stands out for the intrinsic sensuality of the garments you create: how do you balance the concept of sensuality with that of body positivity without falling into stereotypes?
With Fantabody, I focus on lines, materials and cuts that can adapt to different bodies, enhancing their peculiarities.
Versatility is fundamental: the garments must fit like a second skin, highlighting individual strength and beauty without ever forcing a predefined silhouette but enhancing the natural lines of the person wearing the body.
My mission goes beyond the garments themselves: I want to create an experience and a narrative in which those who wear Fantabody feel seen, celebrated and powerful. I believe this intention is perceived, not only through the products, but also through the visual campaigns, the messages we convey and the stories we tell. The goal is not just to sell a product, but to promote an ideal of acceptance and freedom.
Body positivity is often used as a marketing strategy – and we have seen this by looking at this phenomenon as one of the usual fashion meteors. How do you keep the Fantabody message authentic?
For me, body positivity has never been a trend or a marketing strategy, but a deep belief that guides every creative and communication decision.
This means working with real people, giving space to different stories and identities without forcing. Fantabody campaigns do not try to “sell” a message, but to create an open and sincere dialogue.
How important is it for you that your clothes are seen not only as a fashion product, but also as a symbol of empowerment?
Fantabody and the empowerment that today I would fearlessly call “feminism”, are closely intertwined, because the project also arises from the desire to contribute to a rebellious, authentic and encouraging narrative of the role and identity of women.
For me, feminism is a lens through which to look at the world and fashion, a tool to challenge stereotypes and break down the limiting expectations that are often imposed on women, especially regarding their bodies and their sensuality.
I'm curious to know a day in Fantabody, the Fantabody staff - who designs and creates the wonderful clothes that celebrate and embrace everyone's bodies. Tell me about an episode that strongly ties you to Fantabody and your work group.
Fantabody is a small brand, but I will invite you to Fantastudio to experience some daily fanta vibes!
On the day of an old shoot, I remember a particularly powerful moment. One of the models, who was initially a little insecure about her body and her appearance, began to feel completely at ease and to shine in front of the camera. After a few shots, she looked at herself in the mirror and said to me: “I didn’t know I could be this beautiful”. It was a very emotional moment for me and for the whole team, because we realized that what we were creating was not a joke; we understood how powerful our work was, and we hugged each other.
How do you experience the relationship with your body and how does this experience influence your creative work? Have you ever faced criticism or pressure related to the choice to promote an unconventional beauty? If so, how did you deal with it?
As I mentioned, I understood at a very young age that my goal was not to be beautiful. When I started to perceive comments about my height, hair or anything else, I immediately refused to suffer and got to work to create beautiful things. As I grew up, I realized that not all girls had this way of reacting.
What do you hope that older and new generations will learn from the body positivity movement? And what role would you like Fantabody to have in this cultural change? In ten years, what do you hope people will remember about Fantabody's contribution to body positivity?
Looking back on my all-round journey, Fantabody is only a part of my work. My work as a photographer and creative director is the beating heart of everything I do. Photography is my main occupation and has always been my way of telling stories, exploring the world and giving voice to those who have something authentic to express.
In 2021, I decided to expand this journey and opened Fantastudio, a space that brings together all my professional activities.
Located in a popular neighborhood that we love to enhance, Stadera, Fantastudio is much more than just a studio: it is a place of sharing, of hospitality, of creative exchange. Here, I work not only on projects related to Fantabody, but also with external clients, offering creative direction and visual production services and involving the network of women who have gravitated around my world for years or who I have recently met.
Is there any advice you would give to young creatives who want to work in fashion, but also carry forward values such as inclusiveness and ethics, as you did?
Try to think with your own head and look at things from all points of view. If you have a fire inside, follow it, but try to be pragmatic and down to earth.
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Teresa Borriello
Freelance journalist and editor based in Naples. I wrote about people, fashion, food, sustainability, and social justice - and other things. I write about what I care.
@teresaborriello