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At Berlin Fashion Week in 2024, the Namilia brand caused a stir with a T-shirt that claimed to be satirical. The fashion industry has long been associated with promoting thinness, but the body positivity movement briefly took center stage in the 2010s. This movement aimed to embrace bodies of all shapes and sizes, celebrate curves, and promote inclusivity, especially on the runway.
However, a decade later, industry insiders are reporting a shift. Was body positivity just a passing trend? And with the rise of weight loss medications like Ozempic, is the era of skinny back to stay? To investigate these changes, we spoke to designers, casting agents, and models at Paris Fashion Week.
The body positivity movement has its roots in the 1960s and was championed by icons like Marilyn Monroe who challenged Hollywood’s strict beauty standards. The movement gained momentum in the 2010s with the rise of Instagram and influencers showcasing diverse beauty and fashion. Celebrities like the Kardashians also played a role in popularizing curves and challenging traditional beauty norms.
During this time, plus-size models began landing major campaigns and runway shows, marking a significant shift in the industry. However, by the 2020s, progress seemed to slow down. A new weight loss drug, Ozempic, gained popularity and influenced perceptions of body image. With the resurgence of skinny ideals, some models felt pressure to conform to traditional beauty standards once again.
The fashion industry’s embrace of body positivity in the past decade now seems to be waning. While some designers continue to champion inclusivity, others prioritize selling clothes on bodies that align with societal ideals. Models, agents, and industry experts acknowledge that body positivity has taken a backseat in recent years, with diversity and inclusion efforts focusing less on body size.
As the industry grapples with these shifting dynamics, the future of body positivity in fashion remains uncertain. While some designers remain committed to inclusivity, others prioritize commercial success and adherence to traditional beauty standards. The debate surrounding body image and representation in the fashion world continues to evolve, prompting reflection on the industry’s role in promoting diverse and inclusive standards of beauty.