Clothing and the Physical Form
Throughout history, societal beauty standards have continuously evolved, with each decade reflecting shifting cultural values, gender roles and media influences. From curvaceous silhouettes to ultra-thin frames, the ideal body type has been shaped by fashion, film and social change, leaving a lasting impact on how individuals perceive and present themselves.
1950s:
The 1950s ideal body type was the hourglass figure, epitomised by icons such as Marilyn Monroe, emphasising a small waist, fuller bust and curvy hips, which reflected the era’s desire for traditional femininity. Post-WWII prosperity reinforced conservative gender roles, encouraging women to embody a soft, domestic image. Hollywood and advertising played a key role in promoting this curvaceous ideal as the height of desirability.
1960s:
The 1960s saw a stark shift toward a slimmer, more androgynous body type, best represented by Twiggy. The ideal figure was long and lean, with minimal curves. This change reflected the rise of counterculture movements and a growing rejection of post-war domestic ideals. As women gained more independence, beauty standards moved from overt femininity towards a more boyish look.
1970s:
The 1970s continued to favour thinness but with a more natural, effortless appearance. Unlike the strict body ideals of previous decades, this era embraced a relaxed, less structured look, influenced by the hippie and disco movements. Fitness and health became popular, but diet culture was not yet prevalent. The rise of feminism contributed to a pushback against rigid beauty standards, allowing for slightly broader body diversity.
1980s:
The 1980s introduced more athletic, toned ideals, with supermodels like Cindy Crawford representing ultimate body goals. While thinness was still celebrated, there was a growing emphasis on fitness, strength, and lean muscles. With the increasing commercialisation of beauty, from diet programs, workout tapes and gym memberships becoming mainstream, the fitness boom made exercise an essential part of achieving the “perfect body”.
1990s:
The 1990s took a dramatic turn toward extreme thinness with the rise of the "heroin chic" aesthetic. Models like Kate Moss embodied the waif-like, almost frail look that became synonymous with high fashion. This era rejected the healthy, athletic bodies of the ‘80s in favour of ultra-slim appearances. The fashion industry’s obsession with this look contributed to unhealthy body standards, particularly for young women.
2000s:
The 2000s upheld the thin ideal, with "size zero" culture becoming increasingly dominant. Celebrities and models were expected to maintain an almost impossibly slim physique, often at the expense of their health. The rise of tabloid culture and paparazzi-fuelled media scrutiny placed intense pressure on women to appear as thin as possible at all times. Crash dieting and excessive exercise became normalised, fuelled by celebrity endorsements and reality TV’s obsession with physical appearance.
See Issue 4: Form