That pressure is as real off-line as it is on social media. “I hear a lot of people say they feel the pressure from their mum or mother-in-law, who’ll say things like, ‘Oh, you’re not eating that are you?’” Rye says.

And then there’s the whole saga that is dress shopping. There are few things worse than trying to squeeze yourself into the one sample size available in store.

“I’ve only been to two wedding dress shops, but I’ve only had lovely experiences – and I think that’s because I was very upfront with them,” says Rye. “I told them that I’m comfortable in my body right now and I’m not doing anything before the wedding to change it.

“I also went in with the expectation that the sample dresses wouldn’t fit me. I’m a size UK 14 – which is smaller than the UK national average – and while the lady in the store did a really good job of hiding it, I knew that none of the dresses I tried on did up at the back. Sample size dresses are rubbish; I know brides who are a size UK 8 and even they can’t get in these dresses.”

“I went on a fitness retreat and it changed my perception of how I ‘need’ to look on my wedding day”