Victoria’s Secret launched in the late 1970s as a lingerie brand, originally designed to sell products in a male-friendly environment. By the 1990s, it had evolved into a cultural phenomenon. The brand no longer sold just underwear. It began selling an idea of who lingerie was for and what kind of body was meant to wear it.

Beauty marketing has a habit of moving the goalposts. For years the pressure was waist size. Then it shifted to butt size. The standard changes shape, but the comparison stays. In April 2025, the UK Advertising Standards Authority banned a cluster of social media ads promoting “liquid Brazilian Butt Lifts” (BBLs), a non-surgical butt lift involving injections of dermal filler.

Bridget Jones’s Diary, released in 2001, follows a single woman navigating work, dating, and self-improvement. From the opening scenes, the film repeatedly flags Bridget’s body, measuring and commenting on her weight in ways that go beyond incidental detail. Her size becomes part of how the character is defined.

Mannequins are often treated as background objects in shops. We walk past them, glance at them, and rarely question them. But their job goes beyond displaying clothes. In shop windows and store displays, mannequins quietly shape what our brains start to code as a “normal” body.

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.