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Body positivity, inclusivity and empowerment have been co-opted by the beauty and clothing industry to flog us yet more unnecessary products

Since feminism and body positivity has been appropriated by big brands to sell us more stuff, we have seen the “Dovification” of beauty and clothing campaigns. It is a trend that has led to a spike in what I am going to call oxymoronic advertising: companies boasting of body-positive shapewear, feminist high heels and empowering lingerie. The recent MYA cosmetic surgery advert is the logical outcome of this shift toward shoppable feminism.

The company’s latest “Every Body” advert would score full points in a game of “every advert aimed at women in 2019” bingo. There’s the real woman’s first steps into fitness: here it is a weightlifter, focused on being “strong instead of skinny”. Then there is the archetypal millennial, complete with tattoos and candyfloss hair. And, of course, the obligatory ethnic-minority woman. All are embracing their insecurities, within the limits that still allow MYA to peddle surgical fixes for all these things. The real kicker is when it is declared that “Sherrifa is a feminist and had a breast enlargement (you can do both)”. It feels as if MYA is trying to posit this as a political cause in itself.

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