Fitness Culture

There is such a demand lately, especially for females, to be comfortable in our own bodies. The newest campaign attributing this is put on by American Eagle Outfitters and it goes by #aeriereal. This is an amazing campaign that features beautiful girls of all different shapes and sizes, modeling American Eagle’s Aerie line which features mostly undergarments and swimwear.

My question is if there is such a push now to feel comfortable in your own skin, why is there still such a demand for fitness and “having the perfect body?” If culture is shifting to being confident, why is there a backlash of still having to feel insecure? Of course we should all practice healthy living in general, with exercising and eating well. However, why is there such a demand still to have a certain body type? Why do we have to conform to this?