Of course, there could be a number of reasons why people are feeling less pressure this year. After two years of lockdown restrictions, last year’s poor weather and the current cost of living crisis, it’s perfectly plausible that these restrictive beauty standards aren’t cutting through as deeply as they used to.

Kate* tells Stylist that she feels less pressured to look a certain way because of wider societal issues: “The pandemic made me reassess my relationship with my body and food entirely. I made huge progress in my eating disorder recovery mostly because I realised life was too short and there really were more important things in life/health than my dress size.

“That has continued as life got back to ‘normal’ – different things take priority especially when money is tighter.”

Meanwhile Emily explains that she had to shield during the pandemic, which “was really awful and depressing”. “Now that we’re out of lockdown, I’m trying to do as many joyful things as I can, including swimming. I have a history of eating disorders so I always felt self-conscious in a bikini, but after the time we’ve all had, the joy of being outside again and doing things I love has made my body image worries seem really irrelevant.”

Pinterest says searches for ‘weight loss’ have fallen by 20% since they banned body-shaming ads