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Image / Editorial

Sigh. New mum Kylie Jenner is promoting waist trainers


by Niamh ODonoghue
20th Mar 2018
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The re-emergence of the waist trainer is exactly what the world doesn’t need


During last night’s Insta feed patrol we came across Kylie Jenner’s– the youngest of the Jenner-Kardashian clan – latest social flaunt in the form of a (presumably hefty-paying) advertisement from waist trainer company Waist Gang Society.

The waist trainer is a modern-day corset that promises to shave “inches off your waist”.  For the most part, bizarre and dangerous beauty trends disappear as quickly as they emerge, but every now and then one airs its ugly head and makes us wonder how biological evolution hasn’t yet wiped us out.

Kylie’s Instagram picture has already accumulated almost 4 million likes and more comments than we care to scroll through. That’s a potential 3 million more women and men damaging their bodies for the sake of pre-fabricated body ideals created by pop culture. Can’t we just rejoice in the knowledge that waists assist in growing tiny humans and keep our pants from falling down? Having just given birth weeks ago and, assuming she knows the health risks involved, we think Kylie should have more sense. What’s more frightening is that the internet is calling this her “snapback baby bod”. For anyone who believes that women need to look a certain way post-birth, we hope Darwinism gets you first.

If you’re likely to fall to Kylie’s influence remember that, according to science, waist trainers can cause your organs to shift, air flow can be restricted up to 29% while wearing one, blood circulation at the fingertips can be decreased by up to 36%, they weaken your core and can trigger intestinal side effects like indigestion and acid reflux.

Kylie’s older sisters Kim and Khloé were first to market waist trainers to the masses, but little sister Kylie has far more influence on social media. At 19, Kylie was named as the 59th highest-paid celebrity of 2017 earning $41 million. Of that, nearly 20% of those earnings came from social media endorsements says Forbes. Each post on Jenner’s Instagram generates some 1.75 million engagements, more than any of her siblings, according to social media data provider D’Marie Archive. Only two weeks ago did she cause the stock price of Snapchat to plummet by a goliath $1 billion for saying she no-longer uses the app. Her omnipresence and influence make her an enticing bet for advertisers seeking millennial eyes.

 

We can’t comprehend the pressures she feels with the weight of the internet on her shoulders, but with more than 70 million people suffering from some form of body disorder around the world, we’re hoping she might use her voice to channel and promote self-love.