Semaglutide Chic: Bodies and Design in Contemporary Fashion

Contents:

• Brands and Inclusive Casting
• Y2K — the Revival That Never Ends
• Ozempic in Fashion
• Oversized in the Past?

An analysis of contemporary campaigns, lookbooks, and runway photos from major fashion weeks has revealed a noticeable increase in the number of thin and very thin models. While the trend toward inclusivity in the fashion industry seemed firmly established, and the representation of the "ordinary" female body was expected to be strengthened, the situation has changed. This indicates that contradictions and complexities in understanding beauty ideals continue to exist in the fashion world. Fashion brands, seeking to attract attention, may return to previous standards, which raises concern among society and experts in the fields of fashion and health.

The return of thinness is likely temporary, amid a persistent trend toward inclusivity and the presentation of "real" figures. In recent years, there has been a growing interest in body diversity and its acceptance in society. However, the trend for thinness may prove fleeting, given that public opinion is gradually shifting toward a more inclusive understanding of beauty and health. It's important to remember that true inclusivity embraces all shapes and sizes, which fosters positive self-image and self-esteem. The visual culture of fashion and magazines is currently evolving, reflecting contemporary trends and societal changes. It conveys not only aesthetic preferences but also social, political, and cultural messages. Visual images emerging in the fashion industry shape notions of beauty, identity, and status. They influence people's perceptions and choices, and foster dialogue about critical issues such as diversity and inclusion. Current fashion trends emphasize the importance of sustainability and ethics, which are becoming a key part of visual content. Thus, the visual culture of fashion and glossy magazines serves as a mirror of modern society, reflecting its values ​​​​and challenges.

Brands and Inclusive Casting

Recent research and general observations confirm a decrease in size inclusivity in the fashion industry, which reflects changes in approaches to casting. We are seeing an increase in the number of very thin models on the runway, which calls into question diversity and real representation. It is important to recognize how such trends affect the perception of beauty and create standards that do not always correspond to reality. Inclusivity must remain a priority for brands striving to reflect the diversity of our society.

Vogue Business's analytical report on the spring/summer 2025 collections found that out of 8,763 looks presented at 208 shows in the leading fashion capitals, only 0.8% were shown by plus-size models. At the same time, 94.9% of the looks were presented on models of the standard size accepted in the fashion industry. This imbalance highlights the need for a more inclusive approach in the fashion industry.

The frequency of plus-size and "average" size models at many well-known luxury brands has not only not increased, but has even decreased. Emma Davidson, fashion director at Dazed, claims this has been one of the worst seasons in recent years. She's been highlighting the issue of size inclusivity in the fashion industry for several years now, highlighting the lack of diversity and representation in contemporary collections. There's a trend toward many brands temporarily abandoning inclusive casting. This season, I've attended numerous shows by brands that previously actively featured plus-size models, and I've noticed a lack of them. This season was a defining moment, confirming the decline in inclusivity in the fashion industry.

Not all brands and influencers follow current fashion trends. A prime example is Rihanna, who embraces motherhood with joy and doesn't strive to conform to the ideal fashion body. She actively models for her lingerie brand, Savage x Fenty, earning rave reviews from fans and numerous likes. This approach emphasizes the importance of self-acceptance and diversity in fashion, which resonates with a wide audience.

Y2K — the revival that never ends

Fashion trends always reflect the perception of the female body and beauty standards of different eras. Currently, the relevance of the Y2K style is largely due to the interest in the fashion of the 1990s and early 2000s. This period is remembered as the era of "heroin chic" and glamour, when extremely low-rise jeans, radical miniskirts, and very thin models were trendy. Such style elements are making a comeback, forming a new view of femininity and beauty that combines nostalgic motifs with modern accents.

Fashion really is cyclical, and sometimes you want to clarify: "What year is it on the calendar?" In the context of the revival of Y2K aesthetics, an interesting phenomenon is observed: some brands that seemed forgotten are regaining popularity. Such brands include Ed Hardy, Diesel, Von Dutch, Blumarine, and Anna Sui. These brands are known for their characteristic design techniques, such as body-hugging silhouettes, thick fabrics, short lengths, and an emphasis on sexuality through plunging necklines. The revival of these elements emphasizes the relevance of retro style in the modern fashion world.

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Y2K: fashion, graphics, interfaces, interiors and objects

Y2K, or «Year 2000», is a unique style that combines elements Fashion, graphic design, interfaces, and interiors inspired by the expectations and fears associated with the arrival of the new millennium. This style is characterized by bright colors, futuristic shapes, and extravagant textures. Y2K fashion can be seen combining sportswear with high fashion elements, as well as accessories that reflect the spirit of the times.

Graphic design of the Y2K era includes the use of bright and neon colors, as well as playful fonts, which create a sense of dynamism and energy. Web design interfaces of this era are dominated by simple yet expressive elements, such as buttons and icons, executed in a stylish minimalist style.

Interiors in the Y2K style are often distinguished by bold decisions and unexpected combinations of materials. Bright accents, such as plastic furniture and metal details, create a futuristic atmosphere. Household items crafted in this style also emphasize individuality and a desire for experimentation.

Thus, the Y2K style remains relevant and inspires a new generation of designers and fashionistas, returning to an aesthetic that combines optimism and innovation.

The Y2K aesthetic in its true form is more or less clear: during the era of Condé Nast absolutism, thinness was the norm and determined design trends. However, even new avant-garde brands like Otto Lingner and Knwls do not showcase diversity in their model casting. This is explained by the fact that mini-tops and skinny jeans look most impressive on thin models. Importantly, this fashion trend can limit ideas of beauty and shape, necessitating expanding standards and accepting more diverse body types in the fashion industry.

The fashion industry continues to adhere to outdated notions, ignoring important societal changes. In the past decade, we were actively told that every woman, regardless of body type, has every right to wear crop tops and skinny jeans. However, today, many brands are returning to restrictive standards, which can negatively impact self-esteem and the perception of female beauty. It's important to remember that fashion should be inclusive and reflect a diversity of shapes and sizes.

Publications such as Vogue are actively predicting the return of skinny pants to fashion, including models for men. This trend has become relevant again, although a couple of years ago fashion bloggers considered it outdated. The trend began to emerge at Milan Fashion Week, where brands like Prada, Sportmax, Tod's and Marni showed super-skinny trousers reminiscent of leggings. This return may mean a new round of popularity of skinny pants, which will once again take their place in the wardrobes of fashionistas.

The body positivity movement seems to be is losing its power. Recently, there has been a return to the glamorization of thinness, particularly noticeable with the growing popularity of Ozempic and the sudden weight loss of influential figures on social media. This return to the ideal of thinness undermines efforts to embrace diverse body shapes and promote health in all its forms. This situation requires attention, as the influence of media on body image continues to shape societal standards of beauty.

Barbie Ferreira is a striking example of changing body image in today's society. Despite having lost significant weight, she remains plus-size by conventional standards. On her social media, the actress faces numerous toxic comments and accusations of using Ozempic. These reactions highlight society's complex relationships with weight and health, and the importance of supporting a diverse range of shapes and sizes in fashion and media.

Ozempic is in fashion

A drug intended for the treatment of type 2 diabetes has become widely known for its effectiveness in weight loss. Studies confirm that regular use of semaglutide promotes significant weight loss in people with obesity. This effect makes semaglutide not only a means of controlling blood sugar levels, but also a useful tool in the fight against excess body weight.

Ozempic has become a significant cultural phenomenon. In 2024, a Berlin niche brand introduced a top with the slogan "I love Ozempic," and singer Lizzo wore a costume resembling the drug packaging for Halloween. In 2023, showman Jimmy Kimmel mentioned Ozempic in his Oscars monologue, remarking, "Everyone looks so good." When I look around the room, I can't help but wonder: "Is Ozempic right for me?" This underscores the drug's growing popularity and its influence on public consciousness.

With growing rumors of celebrities, including Elon Musk and the Kardashians, taking the drug, interest in it has increased significantly. This has led to demand for the drug increasing to the point that there is a shortage for people with diabetes and obesity who really need it. As a result, a new niche has emerged in the field of plastic surgery – the correction of the so-called osempic face. This condition occurs when significant weight loss leads to sagging skin, which can make a person look older.

Let's focus on an important aspect: along with semaglutide, the thinness trend, which seemed to be a thing of the past, has returned to the catwalks. This means that we will see its impact on mass-market clothing design, which is highly likely to become popular in the near future. The impact of these changes will be noticeable not only in the fashion industry but also in everyday life, as new collections will shape the tastes and preferences of consumers.

Designers' critical reflection on inclusion and standards continues to generate interest. London-based brand Selkie recently wittily commented on this trend by using bathroom scales and ozempic "pencil" as elements of a voluminous hairstyle in the Rococo style. This approach not only highlights the creativity of designers, but also challenges traditional beauty norms and physical standards. As a result, such experiments open new horizons for the discussion of inclusion in the fashion industry, forcing us to think about how contemporary designers can rethink and expand the boundaries of perception of style and aesthetics.

This diverse collection, inspired by the image of Marie Antoinette and rich in socio-cultural references, stands out not only for its style, but also for its unique casting. One of the most memorable images is plus-size model Charlie Reynolds, who, in a fluffy pink skirt and a hat with feathers, enjoys an ice cream, casually covering her nakedness. This approach emphasizes the diversity of beauty standards and opens new horizons in fashion, placing an emphasis on individuality and self-expression.

This is a clear reference to Kate Moss's look at the Vivienne Westwood Erotic Zones collection show. As Kate herself said, this famous moment when she ate ice cream in a tiny miniskirt, turned out to be more difficult for her psychologically than it might seem to the audience. Moss brought to fashion not only courage, but also the complex emotions that accompany public speaking.

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The history of the fashion house Vivienne Westwood: a revolution in the world of fashion

Vivienne Westwood is not just a fashion house, but A true revolution in the world of fashion. Founded in 1971, the brand has become a symbol of rebellion and self-expression. Vivienne Westwood, the creator of incredible collections, uses fashion as a means of protest against social and political pressure.

Her works reflect the spirit of the times, combining elements of punk culture with historical motifs. Westwood brought new ideas to fashion, boldly breaking traditional canons and creating unique images that inspire a new generation of designers.

Each Vivienne Westwood collection is more than just clothes; it is a manifesto calling for freedom and individuality. The brand continues to influence the fashion industry, emphasizing the importance of sustainable development and conscious consumption. Thus, Vivienne Westwood remains an integral part of cultural history, inspiring people to change society through the art of fashion.

Designer and founder of the Selkie brand, Kimberly Gordon, has consciously discussed the topic of Ozempic. In an interview with Dazed Beauty, she shares her thoughts on the impact of this drug on society and beauty standards. Gordon emphasizes how the popularization of Ozempic can change the perception of the body and self-identity. She also explores how this trend is impacting fashion and design, calling for a more inclusive approach within the industry. The interview touches on important issues around mental health and self-esteem, highlighting the need for honest dialogue about beauty and wellness in today's world.

I have very mixed feelings about Ozempic, and many people probably feel the same way. This is challenging as the number of women seeking weight loss continues to grow, which reminds me of the 1990s, when the market was flooded with weight-loss products.

The fashion and social media landscape is a polarizing one. Going from a plus-size influencer to drastic weight loss in a short period of time is frustrating and creates backlash. It makes it difficult for women to navigate this landscape and understand how to behave. This dissonance creates uncertainty and questions that have no clear answers. That's why I decided to raise this issue to understand what we're really doing. and how this affects the perception of oneself and others.

Is the achievement of inclusivity at risk of disappearing? It's important to hope that the desire to represent "normalcy" will prove more resilient than yet another fad for ideals. Inclusivity in the fashion industry should become not a temporary trend, but a permanent element reflecting the diversity of society. Supporting and promoting diverse body types, ethnicities, and cultural backgrounds is a step towards creating a more just and equal fashion world.

Oversized in the Past?

Oversized fashion, while not a new trend, has always reflected the current needs of society. This style, characterized by loose fits and voluminous silhouettes, allows people to express their individuality and comfort. Oversized has become a symbol of ease and practicality, making it a popular choice in the modern fashion world. Its influence on trends and consumer preferences underscores the importance of adapting style to the demands of the times.

In the 1980s, power dressing, with its emphasis on large shoulders and a new corporate identity, became an important statement for women. It symbolized the desire for independence and equality with men in both business and everyday life. This style became a visual expression of social weight and confidence, emphasizing the importance of women's participation in the professional sphere.

In the 1990s, oversized garments became a symbol of the grunge and street culture spirit. Although these two movements—alternative and hip-hop—developed in parallel, they both expressed the idea of ​​freedom. This freedom was not only about being yourself, but also about rejecting social norms. Voluminous silhouettes and informal style became an important element of self-expression, reflecting the changes in society and culture of the time.

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Style: a visual guide to historical eras

Visual style is not just a set of elements, but a whole approach to the perception and interpretation of various historical eras. Every era has its own distinctive characteristics reflected in architecture, fashion, art, and design. Understanding these characteristics helps us gain a deeper understanding of cultural heritage and its influence on modern times.

By studying the visual style of different eras, we can see how art and design have been shaped by social, economic, and political changes. For example, the Renaissance brought an emphasis on the human figure and natural forms to art, while the Baroque was characterized by opulence and drama.

By analyzing visual elements such as color palettes, textures, and shapes, we can see how they reflect the spirit of the times and the perception of the world around us. This makes the study of style not only fascinating but also educational, allowing us to better understand how the past influences our current perception of beauty and aesthetics.

Thus, a visual guide to eras becomes an essential tool for designers, historians, and anyone interested in cultural heritage. It opens doors to new knowledge and inspiration, helping us see the connection between the past and the present.

After the 2000s, in the age of the internet and post-irony, fashion has once again turned its attention to plus sizes. Demna Gvasalia's oversized pieces have become emblematic of this trend. Loose-fitting clothing has become fashionable for people of all body types—both full-figured and slim. It makes you feel confident, sexy, and, above all, comfortable. In today's world, fashion strives for inclusivity, recognizing the importance of comfort and self-expression for everyone.

Modern Generation Z fashionistas seem unwilling to sacrifice comfort for the sake of extreme weight loss or the pursuit of size 24 jeans. This trend may remain relevant for a long time. However, the ongoing discussions about size restrictions have led to a number of mass-market brands significantly expanding their size ranges. This demonstrates that the fashion industry will not allow a significant regression in the availability of clothing for different body types. This approach promotes a more inclusive perception of fashion, where comfort and diversity are prioritized.

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