Fashion brands talk of inclusivity, but runway castings are again ‘zeroing’ on skinny models with ultra-thin frames, sharp cheekbones and designing slim silhouette outfits under the garb of ‘minimalism’ and ‘wellness’
For a few years, it felt like the fashion and beauty world had turned a corner. Campaigns celebrated stretch marks, brands embraced body diversity, and social media feeds were filled with the language of self-acceptance. But scroll through fashion week photos or certain corners of Instagram and TikTok today, and another aesthetic seems to be quietly creeping back: ultra-thin silhouettes, sharp cheekbones, and outfits that look like they belong in a 2003 paparazzi photo archive.
No one is openly declaring a return to the “size zero” era. Instead, thinness appears to be slipping back into culture through softer language — “clean eating,” “wellness routines,” and the ever-popular “clean girl aesthetic.” It’s less about dieting and more about “discipline,” less about weight loss and more about “feeling your best.” But many observers say the end result often looks suspiciously familiar.
“Beauty trends are like boomerangs,” says Ananya Sen, a fashion stylist. “They leave for a while, rebrand themselves, and then return looking slightly different. Right now, thinness is coming back wrapped in the language of wellness and minimalism.”
The Clean Girl Body
The “clean girl aesthetic” — think slick buns, neutral makeup, oversized shirts, and an oat-milk latte in hand — has dominated social media over the past two years. It presents an image of effortless perfection: glowing skin, tidy apartments, morning yoga routines, and a body that appears lean without ever mentioning how it got that way. According to Dr. Kavita Desai, a Mumbai-based clinical psychologist who works with young adults, this subtle framing is exactly why the trend is powerful. “In the early 2000s, thinness was explicit,” she says. “Magazines literally ran headlines about losing weight fast. Now the messaging is much quieter. Thinness is implied rather than announced.”
Desai explains that many wellness trends — from intermittent fasting to ultra-structured workout routines — can be healthy when practiced mindfully. But on social media, they often become visual signals of discipline.
“The message young people receive is that if you’re doing all the ‘right’ things — clean eating, Pilates, journaling at sunrise — your body should look a certain way,” she says. “That expectation can create pressure.”
Runways Are Getting Smaller Again
The shift isn’t just happening online. Some fashion insiders say runway casting has gradually become narrower again after a brief period of greater body diversity. Rhea Malhotra, a Mumbai-based fashion stylist, says the industry often moves in extremes “Fashion swings between rebellion and control,” she explains. “For a few years, brands wanted to prove they were inclusive. Now minimalism is trending again — and with that comes the return of very slim silhouettes.”
Malhotra points out that clothing trends themselves also play a role. Slip dresses, low-rise trousers, and body-skimming fabrics — all staples of early-2000s fashion — naturally favour slimmer frames.
“When Y2K fashion came back, it brought the Y2K body with it,” she says with a laugh. “Clothes and bodies are always connected.”
Algorithms Love a Certain Look
If fashion plants the seed, social media algorithms water it. Platforms like TikTok reward visually striking and aspirational content, meaning certain body types tend to dominate the feed. Sen explains that algorithms are not intentionally promoting thinness — they simply amplify what people engage with.
“Historically, society has treated slim bodies as aspirational,” Malhotra says. “When those images receive more likes and shares, the algorithm pushes them even further. It creates a feedback loop.”
That loop can make a particular body type seem more common than it actually is. For a teenager scrolling through hundreds of curated posts a day, the repetition can subtly shape ideas about what is “normal.”
Young Women Notice the Shift
Aisha Khan (23), a marketing executive, says, “A lot of influencers now talk about ‘wellness’ but they also happen to be extremely thin,” she says. “It makes you wonder if that’s the unspoken goal.” The pressure isn’t always direct — it’s more like a quiet comparison game.
“You’ll watch someone’s morning routine and think, ‘Wow, she’s so disciplined.’ Then you realise the routine includes a 6 a.m. workout, a green smoothie, and a body that looks like it came from a fashion campaign. For many young women, social media is both inspiring and exhausting.
Body Positivity Isn’t Gone
Despite the return of ultra-slim aesthetics, experts emphasise that the body-positivity movement hasn’t disappeared. Influencers, activists, and celebrities continue to challenge narrow beauty standards. Musicians like Lizzo have built entire platforms around body acceptance, reminding audiences that beauty comes in many shapes and sizes. Dr Desai believes this ongoing conversation is crucial. “The difference today is awareness,” she says. “Twenty years ago, people rarely questioned beauty standards. Now there is at least a public dialogue about them.”
That dialogue may be the biggest cultural shift of all. Even as thinness trends re-emerge, they are more likely to be debated, criticised, and analysed.
A Cycle We’ve Seen Before
Beauty ideals have always moved in cycles. In the 1950s, curves were celebrated. The 1990s brought the ultra-thin look associated with supermodels like Kate Moss. The 2010s leaned toward the curvier Instagram body. Each era believes it has discovered the perfect aesthetic. But eventually the pendulum swings again. Right now, the pendulum appears to be drifting toward slim minimalism — but not everyone is convinced it will stay there. The fashion world will eventually push back. Trends get boring if everyone looks the same. Fashion thrives on contrast.
The return of ultra-thin aesthetics doesn’t necessarily mean society is abandoning body positivity. Instead, it reveals how complex and contradictory beauty culture can be in the age of social media.
Young people today are navigating a landscape where self-love slogans coexist with algorithm-driven perfection. The result is a strange mix of empowerment and expectation. And if history is any indication, the beauty industry’s favourite silhouette today may look completely different tomorrow.
