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Of course, concerns about young women’s body image are valid. Historically, women have been pressurised to strive for unrealistic expectations of attractiveness. As feminists have long argued, in the West, this conception of beauty has been defined through Euro-centric ideals of whiteness and thinness. In particular, as I discuss in my book, The Politics of Weight (Morris, 2019), the disciplining of women’s bodies is ubiquitous, and language is deeply entrenched with the seemingly moralistic pursuit of weight-loss (e.g. ‘good’ and ‘bad’ foods or ‘feeling fat’). Thus, it is no secret that business has profited off normative understandings of femininity, and capitalised on our anxieties about beauty.