In November 2009, Women's Wear Daily asked Kate Moss whether she had a motto. She said she had loads, and offered one: "Nothing tastes as good as skinny feels." Then she added, almost as an afterthought, "You try and remember, but it never works." That second sentence is probably the most relatable thing a supermodel has ever said in an interview, and it disappeared almost immediately. The first one went everywhere.

Turning a body type into a brand’s signature is standard beauty marketing, but advertising only one shape plays on our insecurities and tells us there is one look that counts as normal. When we only see one physique in shops and ads, our brains quietly turn it into the standard we compare ourselves to. Fit, slim, curvy is too often portrayed as the perfect measure when multiple body types exist. Showing one body type is not the problem.