Bodies Aren’t Trends : But Thinness Still Sells

Recently, the fashion world had another one of those oh no, not again moments. This time, the headline culprit was Zara. In the UK, the fast-fashion giant got called out by the Advertising Standards Authority (ASA) for featuring models who looked “unhealthily thin” in online ads. One shot played up hollow cheeks with dramatic shadows and slicked-back hair; another practically put the models’ collarbones in the spotlight. The ASA said nope, banned both, and called the imagery “irresponsible.” Zara pulled the photos, said the editing was minimal, and assured everyone the models had medical clearance.

If that sounds familiar, it’s because we’ve seen this movie before: public outrage, official slap on the wrist, quick compliance… and then, business as usual.

Because Zara is not a lone offender—it’s just the latest in a string of moments showing that body positivity isn’t quite the unstoppable cultural wave it once felt like. Extreme thinness is sneaking back in—not with big flashy declarations, but quietly, through algorithms, pharmaceuticals, casting calls, and a very curated kind of aesthetic.

It didn’t happen overnight. But it’s happening.

From Body Positivity to “SkinnyTok”

A few scrolls through TikTok and you’ll spot it: the return of the ultra-thin ideal, dressed up in “wellness” language. The content looks shiny and modern, but the message is straight out of the early-2000s playbook. One of the more infamous pockets of this was #SkinnyTok, now banned by TikTok. But here’s the thing—removing the hashtag didn’t remove the vibe. The videos live on, just under fresh labels or tucked deeper into the algorithm.

The “advice” ranges from weird to alarming: eat with a tiny spoon, drink sparkling water so you feel full, brush your teeth when you’re tempted to snack. It’s diet culture in a new outfit, tweaked for maximum shareability.  The #SkinnyTok ban feels a lot like the ASA’s Zara ban: you can target the symptoms, but the underlying system keeps humming along.

The Rise of Medicated Thinness

Social media isn’t the only fuel source here. Weight-loss drugs like Ozempic and Wegovy—originally for diabetes—are now A-listers in the body game. Celebs and influencers casually drop them into conversation, framing them as lifestyle “tweaks.”

It’s a quick-fix narrative wrapped in a prescription bottle, and it reinforces the same old thin ideal, just with a doctor’s note and a price tag.

The Numbers Are Shrinking—Literally

The runways tell a similar story. Plus-size representation, which spiked in 2023, is dropping fast. According to a Glamour UK report by Felicity Hayward, New York Fashion Week went from 70 plus-size models in September 2023 to just 23 in February 2025. London dropped from 85 to 26. Milan and Paris have also slimmed their numbers down to low double digits.

This isn’t just an industry metric—it’s a visibility issue. The fewer bodies you see, the fewer you value. And it’s starting to feel like “body diversity” was a seasonal trend, not a lasting shift.

Victoria’s Secret and the Return of a Fantasy

If you want a symbol for the backslide, look no further than Victoria’s Secret.

The brand once built its empire on tall, toned, ultra-thin fantasy bodies, until public backlash and competitors like Savage X Fenty pushed them to diversify. But now, in its big comeback era, Victoria’s Secret has… mostly gone back to type. The modern makeover? Mostly in the marketing, not the model lineup.

Can a Ban Change the Culture?

So, do bans work? TikTok dropped #SkinnyTok. The UK banned Zara’s ads. Yet, the thin ideal is alive, well, and probably being re-uploaded as we speak—under a different name, with a slightly different filter.

Symbolically, these moves matter. But on their own, they can’t unpick a beauty standard that’s being pushed from so many directions—social media, fashion, even pharmaceuticals—and rewarded with likes, contracts, and clicks.

Shifting the tide will take more than policy. It’s going to need media literacy, systemic accountability, and a cultural shift that stops treating bodies like fashion seasons.

Because despite what the headlines might suggest, the “skinny era” isn’t over. It’s just had a rebrand—new filters, better branding, same old ideal.