Ten years ago, bodybuilding seemed to be a victory over the age standards of beauty. Lush models confidently walked the catwalks, glossy covers were full of variety of shapes, and social networks shouted: "Love yourself the way you are." But today the fashion industry seems to return to the old paradigm. And this can be not only aesthetics - but also the popularity of the drug Ozmpik.
From "donut" to podium
Bodipos positions take their origins since the 1960s, but the real breakthrough occurred in the 2010s. Ashley Graham became the first plus-saza model that starred for Sports Illustrated, and Kim Kardashian with her "unrealistic" shapes set fashion for new ideals.
Hundreds of women ceased to be ashamed of the hips and tumles, brands like Savage X Fenty made an inclusive part of DNA, and Victoria's Secret, which was glorified yesterday, suddenly spoke of bodybuilding. The wave of this movement gave birth to careers of models such as Felicity Heword and Enrick.
The fashion has changed the course
However, in the 2020s, the inclusiveness began to disappear from the catwalks. In the last week of fashion in Paris, among 8800 images, only 0.8% were represented by Plus Sice models.
In parallel with this, Ozempik - a drug for diabetes, which suppresses appetite. It is actively advertised by celebrities, including Ilon Musk. The industry says openly: the popularity of the drug has caused a wave of new thinness.
"Ozempik became a hit among the stars, and this has changed beauty standards," says Moya model. "Today, models do not lose weight but injections."
The editor of the British Vogue Chioma Nadi has admitted: “We must be concerned about the return of thinness. And Ozampik clearly played a role here. "
Sweethy again - the norm?
In Paris, where fashion often determines global trends, the situation is obvious. "Paris magnifies elitism, and elitism is thinness," says NAS Lee photographer.
The modeling of the model on the catwalks remain exceptions. "They are taken for a tick to look progressive," adds the casting director Sean Been.
Even those brands that have been actively promoting body positions are now reducing the number of models with non -standard figures. This is confirmed by the Enrick model: "If we were invited to be regularly, now it is a maximum of one four thin models."
What influences the choice?
The industry is justified: everything determines demand. "Every fashion house shows that it seems to him to see the consumer," says Daniel Mitchell-Jones from Chapter Management .
French collector Gauthier Bossarello adds: “No one makes you. It all depends on the culture and education of the buyer. "
But the body will not disappear completely. Fashion is cyclical, experts say. The pendulum will swing again - and perhaps next time towards real diversity, not just commercial feasibility.
