How To Guard Your Body Image In A World Of Ultra-Slim Ideals

This summer, fashion brands have been surprising us with some pretty questionable campaign choices—from Kylie Jenner fronting Miu Miu, which felt random, to E.L.F.’s controversial ad with Matt Rife, criticised for his jokes about domestic violence.

And since summer isn’t over yet, the season of disappointing campaigns continues. Just last week, fast-fashion giant Zara released images of models: one wearing a short white slip dress with thin straps, the other in an oversized white cardigan paired with sleek palazzo trousers. The photos didn’t stay online for long—they were quickly pulled after complaints that the campaign was promoting extreme thinness, echoing the early 2000s era of “heroin chic.”

Looking at the campaign shots, it’s easy to see why they sparked backlash: jutting collarbones and the almost translucent pale skin of one model create an unsettling, unhealthy vibe.

To the Advertising Standards Authority (ASA), the campaign wasn’t just “a little bit disturbing” but deeply concerning. They pointed out that everything—from the harsh shadows to the slick bun hairstyle—created a “gaunt” look, making the imagery feel like an irresponsible throwback to the heroin chic era, which we already know came with serious consequences like eating disorders and negative body image.

In response, Zara argued that the models had worked with other brands without facing criticism for their thinness. They also stressed that the company complied with recommendations by hiring models who presented medical certificates from doctors specialising in eating disorders, confirming they were in good health.

Still, even if the models are medically cleared, it’s easy to see why the ASA banned the campaign. The issue wasn’t necessarily the models’ bodies themselves but the way they were styled, lit, and presented to the viewer.

The ASA stated that the intentional play with light, shadows, editing, specific posing, and clothing that accentuated bones and thinness all contributed to the campaign’s unhealthy look.

Thinking back, the warning signs were already there when high fashion entered 2025. At the first couture fashion week of the year, 97.7% of models reflected the ultra-thin standard, leaving many deeply disappointed.

Because from 2018 to 2024, runways showed real progress in body diversity. But 2025 has made body positivity in fashion feel like nothing more than a fading trend. According to Vogue Business, out of nearly 9,000 looks on the runways, only 0.8% featured plus-size models, and just 4.3% included mid-size models (sizes 6 to 12).

So in this context, the first fashion week of the year felt like a red flag, signalling the return of an ultra-thin ideal we thought was behind us. And with weight-loss drugs like Ozempic becoming more popular and accessible—not only for people who need them medically, but also for those who want to fit into a pair of jeans they were wearing when they were 13—the industry’s fixation on thinness doesn’t seem to be ending anytime soon.

While the heroin chic era seems to be making a comeback, it’s crucial not to let it distort your own body image. Our sense of self can be fragile—easily warped by what we see in the mirror and by how other bodies are portrayed.

So what do we do in a society where body-positive images are becoming harder and harder to find? How are we supposed to navigate this, when not only the fashion industry but also Hollywood and the wider entertainment world seem to be under the spell of Ozempic—where celebrities on red carpets look so drastically thin that fans barely recognise them?

To dig deeper into this, we spoke with Ciara Mahon, an assistant professor at the School of Psychology at DCU whose research focuses on body image, self-compassion, intervention design and evaluation, eating disorder prevention, social media, and youth mental health.

Body Functionality

The first strategy, as Ciara explains, is body functionality. If you’re wondering what that means and how it works, here’s her take: “It’s moving away from viewing our bodies as objects—something to be looked at—and instead focusing internally on how our body functions, and the things it can do for us.”

In other words, instead of obsessing over aesthetics and criticising appearance, shift your attention to what your body does for you. Ciara gives a few simple examples:

“Our bodies can help us heal from a cold, hug a friend, or engage in the activities we love. Research has found this focus to be a protective factor for body image—it can reduce dissatisfaction and strengthen experiences of positive body appreciation.”

Critical Self-Talk

Another way to reduce body dissatisfaction, Ciara suggests, is by shifting the way we talk to ourselves. “Often when we compare ourselves to others, we critique ourselves negatively—‘Why don’t I look like that? I’m not working hard enough. I’m not good enough.’ These kinds of comparisons and thoughts can become automatic,” Ciara explains.

The key, she says, is awareness: “We need to notice when we’re making those comparisons, acknowledge the thought process, and then learn to shift it toward something more compassionate—like reminding ourselves that we’re doing the best we can. Higher levels of self-compassion have actually been shown in research to be quite effective in improving body image.”

So, next time you catch yourself spiralling—whether it’s comparing your body to someone else’s, feeling guilty about food you ate, or worrying that one meal will change your shape—the first step is simply to notice the thought.

And instead of trying to push it away, fact-check it: Will my body really change after one dinner? Does my belly actually look that big, or am I comparing myself to an unattainable standard that only 1% of people can achieve because of genetics? Or is it simply my mind trying to play manipulative games?

Taking Care of Your Body and Mind

Even small practices—like mindful eating, intuitive and joyful movement, mindfulness, gratitude, and self-compassion—can make a real difference in how we feel about our bodies. They “help us get through our days as opposed to treating the body as just an object to be looked at,” Ciara adds.

She also points out that we are often our own harshest critics, picking apart both our bodies and our personalities. In these moments, Ciara suggests stopping to ask yourself: Would I say this to a friend? Because if you’re a good friend and you hear someone you love criticising themselves, your instinct is usually to contradict those negative thoughts, not reinforce them—you’d remind them of their worth.

So don’t forget to extend that same kindness not only to others, but to yourself.

Shifting Narratives

Ciara also highlighted how harmful it can be to engage in negative body talk with friends. Speaking critically about your body in front of others doesn’t just increase your own dissatisfaction—it can affect the people around you, too.

“It’s been found that groups of friends who engage in more negative body talk tend to have lower levels of positive body image,” Ciara explains. “Whereas groups that speak more positively about bodies—or avoid that kind of commentary and comparison altogether—tend to have healthier attitudes.”

We’ve probably all experienced this: having a friend who, despite looking “perfect” in our eyes, constantly points out flaws—saying their waist isn’t slim enough, or their arms and legs aren’t toned enough. In those moments, it’s easy to start questioning yourself: If they think their body needs fixing, what must they think of mine? Maybe there is something wrong with my body too?

To avoid triggering this vicious cycle of thoughts, Ciara recommends shifting away from commenting on your own—or anyone else’s—body altogether. And she’s right. Aren’t there far more interesting things to talk about than the things you dislike about yourself?

Critical Thinking

The final strategy Ciara suggested is to actively critique the body ideals we see online—a practice that not only helps protect body image but also strengthens media literacy.

“This comes from the area of cognitive dissonance,” Ciara explains. “The idea is that if you develop a counter-attitude stance toward body ideals, it reduces your likelihood of comparing yourself to them or internalising those standards.”

So, instead of passively scrolling and absorbing images as truth, start questioning them: Is this really what a human body looks like, or is it just lighting, props, makeup, angles, and editing—like what we saw in Zara’s campaign?

Of course, we realise that it’s an individual choice whether to engage with these images or not. But Ciara emphasises that the bigger issue lies in corporate responsibility—just as the ASA noted after banning Zara’s campaign and calling it irresponsible.

“It’s important to recognise that these kinds of body image concerns are system-wide,” she explains. “They’re driven by industries that capitalise on people’s vulnerabilities and insecurities. I think there’s a greater need for corporate responsibility in this regard.”

That means not only avoiding harmful representations—like Zara’s campaign, where styling and composition exaggerated thinness into ultra-thinness—but also actively promoting body diversity. People should feel represented and see their bodies normalised in media, rather than dehumanised as though there’s something inherently wrong with them.

Words by Dana Shmyha