Physical appearance as a form of capital has received increasing attention in sociology in
recent years. The logic suggests that 'aesthetic capital', like other forms of capital, can be
accumulated and utilised in economic and social exchange. However, previous research
has not paid attention to societal norms that may regulate the accumulation and utilisation of
'aesthetic capital'differently for men and women. In this paper, we turn our attention to such
gendered norms, that is, double standards, by analysing unique measures for both …