Reni Eddo-Lodge On The 'Blackfishing' Phenomenon

we have been besieged by a new female body standard. Big breasts, a dimension deceiving waist, a flat stomach, big thighs and incredibly wide hips reign supreme on the internet. Of course, many women have always looked like this, and a lot of those women happen to be black. But in the last five years, this body shape has become fashionable. It's a far cry from the supermodel standard of the 90s and 2000s.

Mega brands like Fashion Nova, popularised by Instagram influencer partnerships (this week it was announced as Google's most-searched fashion brand) model their clothes on slim but curvy women. The influencers who advertise their clothes have that body type too. It would be remiss not to mention the Kardashian Jenners, two of whom have been the modern day pioneers of this body standard.

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The body takes centre stage in Instagram’s blackfishing scandal. White women, such as instagram influencers Aga Brzostowska or Emma Hallberg, are accused of masquerading as black or mixed race women while racking up social media approval and brand collaborations. Their images - awash with loose curls, braids, precise makeup, and figure hugging outfits - revel in a kind of ethnic ambiguity. Neither Aga or Emma have ever explicitly claimed to be black, but the racial vagueness of their social output appears to be part of the charm.