The sweat conflict

Landscape mapping:

I chose to map sweat perception over time because it highlights how its stigma is not inherent but socially constructed and shaped by historical, cultural, and technological shifts. In early human history, sweat was essential for survival and social bonding, but as hygiene standards evolved and industries emerged, it became something to hide or eliminate. Advertising and fashion further reinforced this negative perception, restricting its acceptability to athletic contexts. By understanding this timeline, I can identify opportunities to challenge these narratives and reposition sweat as a valuable, natural, and even innovative material in contemporary design.

Conflict	Social stigma around sweat affecting personal self-perception and collective perception.
Causes	Negative social construction of sweat, reinforced by advertising and commercial narratives that frame it as undesirable. It is accepted in sports but rejected in everyday life.
Effects	Shame, discomfort, social anxiety, and stress related to sweating. Growth of industries focused on eliminating or hiding sweat.
Key stakeholders	- People with hyperhidrosis. - Athletes and physically active individuals. - Artists and designers exploring sweat as material. - Fitness, fashion, and cosmetic industries (interested in eliminating sweat).
Existing solutions	- Sweat-hiding innovations: Stain-resistant clothing (SEPIIA), portable fans, advanced antiperspirants. - Sweat-redefining projects: Alice Potts (sweat crystallization), SOAK (sweat-reactive textiles), bio-devices using sweat for energy.
Historical evolution	See timeline below.

Timeline: the evolution of sweat perception

1

Prehistory - Ancient time

Sweat was a natural part of life, associated with hunting, effort, and community bonding, with pheromones playing a role in attraction and survival, and no negative taboos surrounding it.

2

Middle Ages - Renaissance

Sweat became linked to poor hygiene as public baths declined due to disease fears, while perfumes and scented products gained popularity to mask body odors.

3

Industrial revolution

Tighter clothing and synthetic fabrics made sweating more uncomfortable, deodorants and soaps became widely used, and sweat started being seen as something undesirable in daily life.

4

20th Century - Advertising & fashion

Marketing reinforced sweat as a problem by promoting deodorants and antiperspirants as solutions, maintaining its acceptability only in sports while Hollywood and fashion pushed an image of dry, flawless bodies.

5

Present - Technology & revaluation

Innovations focus on concealing sweat with smart textiles and cosmetics, hyperhidrosis is increasingly treated as a medical condition, yet artists and designers are beginning to explore sweat’s material potential and redefine its cultural perception.

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Actant mapping

To address the stigma surrounding sweat, it is essential to analyze the different human and non-human actants involved in shaping its perception. Sweat is a biological function, yet its meaning is constructed by social, cultural, and technological influences. By mapping these actants and their interactions, we can identify the tensions, contradictions, and opportunities for intervention. Some stakeholders aim to eliminate sweat, while others explore its potential. Understanding these dynamics will help us navigate and challenge existing narratives, paving the way for a new perspective on sweat as a valuable material rather than a nuisance.

Actant table

Actant	Role	Tensions & relationships
People with hyperhidrosis	Experience excessive sweating and face stigma	Struggle with self-perception; rely on sweat-reducing products
Athletes & fitness enthusiasts	Normalize sweat but link it to performance	Accepted in sports but not in everyday life
Artists & designers	Use sweat as a creative material	Challenge mainstream perceptions; contrast with fashion norms
Fashion & textile industry	Develop sweat-masking technologies	Reinforce negative perception; focus on concealment
Advertisers & media	Shape sweat perception in public discourse	Contradictory messaging: healthy in sports, undesirable in daily life
Tech & health companies	Innovate with sweat-powered devices	Explore potential, but often focus on sweat as a problem
General public	React to societal norms around sweat	Influenced by marketing, culture, and personal experiences
Sweat itself	Biological function with social meaning	Perceived differently based on context
Textile technologies	Absorb or react to sweat	Either conceal or highlight its presence
Medical & cosmetic products	Reduce or prevent sweating	Promote control rather than acceptance
Environmental factors	Influence sweating levels	Climate and context affect perception
Scientific research	Investigates sweat’s properties and uses	Challenges misconceptions but remains largely unexplored socially

This table outlines the key actants that shape the perception of sweat, highlighting their roles and tensions. The next step is to explore intervention opportunities that bridge the gap between stigma and innovation, shifting the narrative toward acceptance and creative use.

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Theories of change

To shift the cultural and personal perception of sweat, we need a strategy that moves beyond the stigma and explores its value as a material, biological function, and cultural signifier. This requires a multi-layered approach, blending scientific research, artistic exploration, and public engagement. Below, I outline the key steps to support the transition from sweat avoidance to sweat appreciation.

1. Recognizing the current system’s issues

• Sweat is stigmatized in social and professional contexts, often seen as something to be hidden or controlled.

• Commercial industries reinforce this stigma, promoting deodorants, antiperspirants, and sweat-resistant clothing.

• Scientific and design innovations primarily focus on removing sweat, rather than exploring its potential uses.

• Many people, especially those with hyperhidrosis, experience emotional distress related to sweat, further reinforcing negative perceptions.

2. Developing a future vision

• Sweat is recognized as a valuable material with scientific, artistic, and technological applications.

• New wearable technologies and biomaterials integrate sweat rather than repel it, shifting its role in fashion and health.

• Cultural narratives around sweat evolve, celebrating it as a sign of vitality, uniqueness, and even creative expression.

• Scientific and artistic communities continue to explore sweat’s potential, leading to new research and design opportunities.

3. Supporting the transition

Strategy	Action
Promote public engagement	Organize exhibitions, workshops, and public talks on sweat’s potential.
Create innovative materials	Develop sweat-reactive textiles and biomaterials for practical use.
Collaborate with scientific research	Partner with researchers to analyze sweat’s properties and applications.
Reframe advertising narratives	Challenge existing media portrayals and promote alternative narratives.
Encourage self-experimentation	Invite individuals to track and engage with their own sweat creatively.

By integrating scientific research, artistic interventions, and public discourse, we can reshape how society perceives sweat, moving from discomfort to curiosity, from avoidance to innovation.