Since the1960s, people’s idea of beauty and body have changed dramatically due to the development of postmodernism and consumerism.In fact, the role of fashion is to shape the contours of the ideal body, which are social and cultural. Every fashion image, movie, and media report as you have seen, the shapes are made of a “perfect” imaginary body. The contact between the body and the fabric makes a clearer outline of the body.

On the one hand, women who are insecure about their bodies are more likely to buy beauty products, new clothes, and diet aids. It is estimated that the diet industry alone is worth anywhere between 40 to 100 billion (U.S.) a year selling temporary weight loss (90% to 95% of dieters regain the lost weight). On the other hand, research indicates that exposure to images of thin, young, air-brushed female bodies is linked to depression, loss of self-esteem and the development of unhealthy eating habits in women and girls.

The American research group Anorexia Nervosa & Related Eating Disorders, Inc. says that one out of every four college-aged women uses unhealthy methods of weight control–including fasting, skipping meals, excessive exercise, laxative abuse, and self-induced vomiting. The pressure to be thin is also affecting young girls: the Canadian Women’s Health Network warns that weight control measures are now being taken by girls as young as 5 and 6. American statistics are similar. Several studies, such as one conducted by Marika Tiggemann and Levina Clark in 2006 titled “Appearance Culture in 9- to 12-Year-Old Girls: Media and Peer Influences on Body Dissatisfaction,” indicate that nearly half of all preadolescent girls wish to be thinner, and as a result have engaged in a diet or are aware of the concept of dieting.