Courtney Cox. Halle Berry. Jennifer Aniston. Angelina Jolie. These women weren’t just iconic stars of the 1990s—they were the physical ideal. With their angular frames and impossibly flat stomachs, they became the visual blueprint for what a woman’s body should look like during an era obsessed with thinness.
The 1990s weren’t subtle about it. From magazine covers to red carpet interviews, the message was loud and clear: thinner was better. “In the ‘90s, thin wasn’t just a look—it was the standard. Diet culture was everywhere, heroin chic was glamorized, and disordered eating was brushed off as discipline. It wasn’t just unhealthy; it was dangerous,” says Linsey Lunny, CEO of Hidden Strength, a platform focused on mental wellness and body positivity.
And while many assumed we’d left that damaging aesthetic behind with low-rise jeans and flip phones, the truth is more unsettling: the ‘90s thin ideal is making a comeback.
The revival isn’t necessarily driven by fashion magazines or Hollywood casting directors—at least, not solely. This time, the return of extreme thinness is being quietly fueled by a new phenomenon: the mainstream use of weight-loss drugs like Ozempic.
Originally developed to manage Type 2 diabetes, Ozempic has become an off-label trend embraced by celebrities and influencers alike for its ability to suppress appetite and promote rapid weight loss. But the consequences go far beyond individual health choices. According to Lunny, the drug’s popularity signals a disturbing shift in cultural messaging.
“Ozempic is looking to bring that toxic ‘90s thinness back into the world,” she says. “This medication is being popularized as a weight-loss trend when in reality, it is a resurgence of body dysmorphia and disordered eating. When a medication meant for diabetes management is glorified as a quick fix for thinness, it sends a dangerous message: that smaller is always better, no matter the cost.”
The return of Y2K fashion—complete with its notoriously body-unforgiving silhouettes—has only added fuel to the fire. Low-rise jeans, crop tops, and micro-minis have re-entered the cultural conversation, often modeled on ultra-thin bodies that echo the heroin chic look of decades past. Meanwhile, TikTok algorithms continue to favor weight-loss hacks, “what I eat in a day” videos, and content that subtly equates thinness with discipline, beauty, and success.
It’s a trend that feels eerily familiar—and one that mental health advocates warn against repeating.
“The idea that ‘thin is back’ isn’t just outdated—it’s harmful,” Lunny says. “It shames people for their natural bodies, fuels insecurity, and turns health into a race to be as small as possible. We’ve seen this cycle before, and we know where it leads. The real goal should be body autonomy, not body conformity.”
Body autonomy, Lunny explains, means allowing individuals to define health and beauty on their own terms. It’s about understanding that bodies come in many forms and that worth isn’t dictated by dress size or a number on the scale.
Still, undoing decades of toxic messaging won’t be easy—especially when today’s version is dressed up as wellness.
In some ways, the modern iteration of thinness culture is even more insidious. It’s not just about magazine spreads or runway models; it’s being sold through the lens of health, personal responsibility, and self-care. But when that “care” comes with a prescription and a side of body shame, the results can be just as damaging as the ‘90s diet culture.
The cultural shift toward embracing diverse body types in the 2010s—fueled by body-positive influencers, brands championing size inclusivity, and increased mental health awareness—marked real progress. But the resurgence of weight-loss drugs and restrictive beauty ideals suggests the work is far from over.
Lunny is clear on the stakes: “We have an opportunity right now to reject this harmful standard once and for all. We’ve seen the damage it does. Instead of glorifying thinness, we need to champion health, confidence, and self-acceptance in every size.”
Because while fashion trends may come and go, the right to feel at home in your body should never be out of style.
