Unpacking the Kardashian Effect: The Future of Body Image

By Parthivee Mukherji

Let’s be honest: whether you love them, hate them or pretend you don’t keep up with them (but you know exactly in which episode Kim K lost her diamond earrings), the Kardashians have shaped the way we view beauty and fashion for over a decade. The “Kardashian effect” is not just a pop culture buzzword anymore – it is practically a cultural era in itself. Their faces, bodies, their outfits, even their skincare routines have trickled down into what millions of people now consider the beauty ideal.

But the real question is – after years of chasing Kim K’s hourglass figure and Kylie’s makeup trends...where do we actually go from here?

When Curves Became Trendy Again

Remember the 2000s? When being thin-as-a-rail was the newest Hollywood trend? The Kardashians then came at full force, and suddenly curves weren’t just accepted – they were celebrated. Waist trainers, bodycon dresses, “snatched” became a part of everybody’s vocabulary...it was a whole movement.

The hourglass figure was everywhere. For a lot of people, this was empowering. It was refreshing to see bodies that did not fit the “size zero” dominating magazine covers and campaigns. The Kardashians helped mainstream a size and shape that had long existed but had rarely been celebrated, let alone deemed as “fashionable.”

But – because there is always a but – the idea shifted from being inclusive to being...well, ironically, another impossible standard. The “Kardashian body” wasn’t just curvy – it was sculpted, curated, contoured, and more often than not, surgically perfected. A body that requires a full glam team, hours at the gym, unrealistic and excruciating diets, and sometimes expensive procedures, isn’t exactly a realistic role model for the average person scrolling reels at 2 a.m. while having spoonfuls of Nutella.

Instagram Made It Bigger

The timing of the Kardashian rise, and the rise of Instagram is no small coincidence. They practically invented the patented influencer template – the mirror selfie, the full glam looks, perfect lighting, the casual-yet-not-so-casual beach picture.

And we all collectively fell into this comparison trap.

Suddenly, every feed was filled with photoshopped bodies, Facetuned skin, and “just chilling” posts that probably required extensive setups. It made beauty feel like a tedious 9-5. The Kardashian aesthetic became aspirational – but also exhausting.

The Great Shift

Here is the twist: the Kardashians themselves have slowly detached from their signature moneymaking hyper-curvy look. They are thinner, more minimalist, more “clean girl” than ever. And as you guessed it, the internet scrambled again to rearrange entire algorithms to keep up. This constant shifting of beauty standards leaves everyone else in a cycle of chasing a moving target. And honestly? It is tiring. It is expensive. And it is definitely not healthy.

So now feels like the perfect moment to ask – what if we stopped letting celebrity bodies dictate how we feel about our own?

Where do we go from here?

We start treating fashion as a fun way to dress up, rather than a performance. The Kardashians mastered the art of making fashion look like a lifestyle you must commit to. But fashion doesn’t have to be that serious. Wear the silhouette you feel confident and beautiful in. Baggy jeans by day, bodycon by night – fashion does not need you to stick to particulars, it just needs you to be yourself.

We champion real diversity, not the trendy version of it. Brands are finally stepping up, but the goal should not be just about ticking inclusive boxes. We need consistent representation – different sizes, skin tones, ages, genders – because beauty isn’t a trend. It never was.

We get honest about enhancements. More influencers and celebrities are openly discussing procedures, and that is a good move. Not because they somehow should justify their choices, but because honesty dismantles the illusions that “perfection” is natural.

We build better digital boundaries. Recognise the difference between a candid and a curated moment. Half the images we compare ourselves to aren’t even real. Once we realise that, the pressure lightens immediately.

A New Fashion Era?

Here is the most exciting part – we are entering a time where people care more about self-care and self-expression than self-comparison. The rise of personal style TikTok is proof. People are dressing for the mood, the moment, and the vibe they like – not what someone else deems as the standard. And that makes it all way more fun.

The Kardashian effect isn’t going away, but it does not have to define us anymore. We can appreciate the glam, the glitter, and the glitz while also choosing what actually make us feel good in our own skin.

Because the next fashion era? It is not about looking like the Kardashians. It is about looking like you – and loving every moment of it.