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Ultimately, liberation from these trends requires a dismantling of the notion of body standards completely. While the BBL style was in itself still out of reach, it paved the way for a self-acceptance of natural curves, no doubt at the expense of other women then feeling more inadequate about their bodies. A trend that for many created a dysmorphic view of teen girls bodies and a perpetual drive to lose weight that continued into adulthood. For those of us with curvier bodies, the rise of the BBL aesthetic initially came with a relief at not having to live up to the stick-thin body championed in the 2000s. For many women, the idea the BBL era might be ending is cause for both celebration and anxiety. We don’t have enough data yet,” she disclaims, but “they are ageing and will commodify themselves in different ways.” MJ acknowledges that even super-influencers remain vulnerable to patriarchal ideas of female expiration dates. “We don’t know yet if it really is the end. Speaking to MJ – the creator of a TikTok account that demystifies the Kardashians through an academic lens – they speculate why the BBL trendsetters might also be bringing big butts to a close. It is, of course, impossible to dissect the BBL narrative without doing a deep dive of the Kardashian-Jenners, who are often considered the figureheads of the trend. Those women, especially trans women, are often unfairly accused of reinforcing the worst patriarchal standards of beauty when all they are doing is trying to survive and minimise the physical and emotional violence they face, not monetise their bodies to accrue unconscionable amounts of wealth. In the 2020 Netflix documentary Disclosure, trans actor Jen Richards made incisive points about “one woman’s armour becoming another woman’s adornment”, arguing that celebrities such as the Kardashians are often styled by gay men who are influenced by “street queens” in queer spaces, who in turn are influenced by sex workers, many of whom hyper-feminise their bodies to secure work. However, for some marginalised communities, BBLs are a mechanism of survival.
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Earlier this year, a clip went viral of a flight to Atlanta allegedly being delayed by two hours because 24 Black women had to board the plane in wheelchairs due to the after-effects of recent BBLs in the Caribbean. But there’s also been a recognition of how out of hand the invasive trend has become.
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There’s also been a decry of “ BBL fashion” in the form of growing discontent over cut-out style garments that are practically impossible to pull off on a non-surgically enhanced body. Started by the trend pokes fun at the BBL-influencer aesthetic, portraying those who get the cosmetic surgery as having a ludicrously self-important, main character energy. The “ BBL Effect” is one of TikTok’s biggest trends this year with the hashtag having 202 million views.
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But all eras eventually come to an end, and the BBLs retirement is being helped in no small part thanks to TikTokers celebrating that, women especially, no longer need to feel inadequate about their lack of voluptuous behinds, especially since a series of recent pictures of Kim and Khloe Kardashian have cropped up with what appears to be a dramatic reduction to their famous bums.