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Brands will continue their sexist advertising tactics for as long as we let them – it’s time to resist

Ladies: are you beach body ready? It is the question we should all be asking ourselves, now that it is April and the tediously predictable cycle of bikini body-related cynicism has kicked into gear. It may not make much grammatical sense, but any woman who has noticed the massive billboards plastering our public transport system this week knows what the question really means.


Is your body, the incredibly complex, awe-inspiring physical vessel that carts around your brain, and equipment for breathing, excreting, digesting and so much more, and is perhaps even growing new life within it, currently at a level of slimness determined as attractive according to western notions of female beauty such that it can be exposed to fellow human beings on the beach without causing them unnecessary trauma?


Related: Sorry Dove, empowerment isn’t a personal care product | Arwa Mahdawi


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