Fashion expert Gok Wan has spoken out about the growing pressure on women to change their appearance, saying weight-loss jabs such as Ozempic have added to a conversation that has existed throughout his life and career. The 51-year-old also criticised unrealistic beauty standards fuelled by social media and artificial intelligence, insisting the flawless images people see online simply “aren't real”.
Pressure on Women and Men
Speaking exclusively as part of his new Designed To Fit campaign with lingerie brand Pour Moi, Gok said: “I think the GLP-1 jabs haven't sparked the conversation, but I think they've added to a conversation that's always existed.
“There's more pressure on women to look a certain way, and that's always happened. It's happened throughout the whole of my career and the whole of my childhood.”
Recalling growing up watching his mum try different diets, he continued: “I remember watching my mum go on all the fad diets, yo-yo diets and exercise machines, every single one of them, and it just doesn't seem to change.”
Gok added that men also face pressure to achieve a particular look, explaining: “There's pressure on men to be down the gym, looking hench and muscly. There's pressure on women to look like models in magazines, and it's never been more apparent because of social media.”
Social Media and AI Beauty Ideals
He believes advertising and social media have made these expectations increasingly difficult to escape, saying the way products and advertisers reach people is “far more prolific than they've ever been”.
The presenter also took aim at AI-generated beauty ideals, warning that people are comparing themselves to images that do not reflect real life.
“Absolutely. And they make women, men and everyone, however you identify, feel more critical,” he said when asked whether filters and AI beauty standards make people more critical of their bodies.
“What you're looking at is something along the same lines as a cartoon or an illustration. This stuff isn't real. It's in someone's mind, and whether it's AI-generated or an illustration, that stuff doesn't exist in the real world.”
He added: “Nobody's skin is that flawless. Nobody's hair is that thick. And if they do have flawless skin, I can guarantee they haven't also got the thickest hair and the perfect measurements.”
Body Confidence and the Designed To Fit Campaign
Gok also urged women not to feel they need to lose weight before buying lingerie or swimwear, insisting: “Your body is not a problem to solve. It's something to dress, enjoy and appreciate.”
He added: “It's your body, and you're in full control of it. But don't buy underwear thinking it's going to make you look slimmer, buy it for what it is.”
The stylist said confidence should come from accepting the body you have, rather than trying to meet somebody else's expectations.
His Designed To Fit campaign focuses on helping women find lingerie that makes them feel comfortable and supported, with a Pour Moi survey estimating that 80% of women wear the wrong bra size.
Gok said: “The biggest change is how you feel. When you feel supported and comfortable, you naturally carry yourself differently. It gives you confidence, and confidence is always the best thing you can wear.”
