Every female Hollywood celebrity is looking malnourished these days. Hollowed-out cheekbones, protruding collarbones, and even visible ribs—these are clear indicators of a new trend that was not as prominent on red carpets and in interviews before. Of course, this is not to be confused with the natural fluctuations in weight and appearance that everyone experiences—here, we are talking about the comeback of the skinny epidemic.
It seems as if the body positivity movement that defined the 2010s has reverted back to the toxic belief that ‘thin is in’, which happened during the late 90’s and early 2000’s ‘heroin chic’ era. Occurring in tandem with the resurgence of y2k fashion, which saw plenty of low-rise jeans, form-fitting tees, and mini skirts, the glorification of ‘super skinny’ today is partially fueled by nostalgia for the noughties and the return of conservatism. Only this time, it is magnified by the widespread influence of social media.
This rapid normalisation of extreme weight loss—as seen on our algorithms, celebrity transformations, and wellness advertisements—is shifting the public perception of what is considered attractive or healthy and urging consumers to pursue an unhealthily low Body Mass Index (BMI). From #SkinnyTok trending on TikTok and influencers openly discussing cosmetic procedures to a significant decline in plus-size models on the runway compared to previous years, a quick scroll through social media is enough to reveal the overwhelming volume of messages highlighting skinniness as the beauty trend du jour.
Aside from a health-threatening diet, hopping on the trend has also become way more possible with the growing availability of weight-loss medications like Ozempic and GLP-1s—drugs originally developed to treat diabetes. Suddenly, a solution to body-image struggles seems to be only a few clicks away, with limited education about the risks involved. But how can it be so easy to convince influential figures to collectively jump on the bandwagon? To trade up their beliefs about body positivity so readily for an alarmingly thin figure and risk setting the wrong example for young audiences?
It seems as if today, the pursuit of skinniness is not merely a pursuit for aesthetics. Achieving an alarmingly thin body has become the beauty standard because it is disguised as a healthy body. Ironically, we are witnessing the rapid growth of the wellness industry as this is happening. As seen in recent years, wellness digital creators have been using words like ’fiber-maxxing’ to promote gut health or endorsing taping the mouth shut during sleep—which can be harmful—to force nasal breathing. Furthermore, something that was once associated with bodybuilders, protein is now an everyday dietary staple, appearing in random categories like savoury snacks, pantry staples, and everyday beverages rather than just traditional shakes. Today, thinness is promoted as well-being, discipline, or body optimisation.
Of course, not all wellness advice on the Internet is totally misleading—getting those steps in every day and prioritising sleep? Those we can get behind, although not religiously. However, we should definitely take these ‘health hacks’ with a pinch of salt. And as for the prevailing skinny epidemic, it is important to be reminded that our bodies are not malleable and are often determined by genetics as well as cultural conditions.
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