June 30, 2020
We’re here to guide you through the Coronavirus pandemic. Sign up to the Life newsletter for daily tips, advice, how-tos and escapism.
Sweaty Bettys Bum-Sculpting Leggings For Empowerment Display Raises Eyebrows
The key to feeling empowered is cramming your arse into a pair of skin-tight leggings. That’s the message some are taking away from Sweaty Betty’s window display, which reads “bum-sculpting leggings for empowerment”.  
This week, a photo of one shop window was tweeted by journalist Hattie Brewis, who asked: “Could someone please explain to me how having a ‘sculpted’ arse is empowering?”.
The choice of words has also been discussed on a Mumsnet thread, where it was branded “silly”. And Eliza Clark, a 26-year-old author based in London, was equally unimpressed when she walked past the display last month. 
“It caught my eye while I was out for a walk and I actually laughed out loud at it,” Clark tells HuffPost UK. “After all the discussion of how off-putting it is to see brands co-opting progressive language to sell stuff, it was a bit shocking to see this so brazenly out in the wild in 2020.”howling at bum sculpting leggings FOR EMPOWERMENT pic.twitter.com/W5atprG5yy— Eliza ‘Salvia Plath’ Clark (@FancyEliza) May 29, 2020Clark continues: “Seeing a window display insisting I’ll find empowerment via vacuum packing my backside into a pair of £80 running leggings in the middle of a massive economic crash added a particularly grim layer to it!” 
You may be tempted to roll your eyes at such advertising and move on. But Natasha Devon, a body image and mental health campaigner, perviously told HuffPost UK that seeing subtle messages while walking down the high street can impact how we feel about our bodies. 
She explained that 90% of our total capacity for thought is unconscious – and the brain learns through repetition of words, images, or experiences.
“Let’s say you’re walking down a street and you pass a bus stop with a diet advert on it and then a row of magazines and you see a billboard with a very conventionally attractive woman on it,” she explained, speaking on HuffPost UK’s weekly podcast Am I Making You Uncomfortable?.
“Our unconscious brain is drinking in from the idea that you’re not good enough and that you need to be changed.” The adverts we see in our day-to-day lives, it seems, can be part of a much bigger problem.  
HuffPost UK has contacted Sweaty Betty in relation to the comments made about the display and will update this article if we receive a response.  READ MORE: Am I Making You Uncomfortable? – Introducing Our New Weekly Podcast 5 Guys Created An Algorithm To 'Validate The Female Orgasm'. It Went As Well As You'd Expect This Ad Actually Claimed A Bra Could Reduce Breast cancer Risk. Yes, Really.
Related Stories
Latest News
Top news around the world
Coronavirus Disease

Coronavirus disease (COVID-19) is an infectious disease caused by a newly discovered coronavirus.

Most people infected with the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment. Older people, and those with underlying medical problems like cardiovascular disease, diabetes, chronic respiratory disease, and cancer are more likely to develop serious illness.

Around the World

Celebrity News

> Latest News in Media

Watch It
Cinematographer Carmen Cabana Breaks Down 'High Fidelity' Scenes
July 09, 2020
o4eLyM3jq4k
'Perry Mason' Star Tatiana Maslany Talks Playing Sister Alice on the HBO Show
July 09, 2020
ogJwvnsdqtM
Garcelle Beauvais Breaks Down 'RHOBH' Denise Richards Drama, Fighting for Equal Pay in Hollywood
July 09, 2020
NSjWV5_hSbg
Kanye's Drake Obsession, Chrisley Calls It Off & Johnny's Pot
July 09, 2020
oe-Lnx3Oa9o
Addison Rae Apologizes for Posting Anti-BLM Video
July 09, 2020
lladIjxAQ4Y
Simone Biles & Boyfriend Break Up After 3 Years | E! News
July 09, 2020
XqNDrAnkHwo
Who is Ryan Seacrest dating next? | Page Six Celebrity News
July 09, 2020
qx32TwANLc0
The ‘Glee’ curse: Is Naya Rivera the latest victim in show’s tragic history? | Page Six News
July 09, 2020
ktZKEmY-oEo
New mom Shay Mitchell on 'Pretty Little Liars' cast | Page Six Celebrity News
July 09, 2020
IOh0FZqxuzw
50 Cent Throws Table & Chairs During Fight In New Jersey | TMZ
July 09, 2020
AtywwZ4rB5U
Ex-'Supermarket Sweep' Host David Ruprecht Could Be Reboot Announcer | TMZ
July 09, 2020
75daBnfF4-U
Vauhxx Booker Says The FBI Deciding To Investigate Is More About Public Pressure Than justice | TMZ
July 09, 2020
rbufJ-jTcfg
TV Schedule
Late Night Show
Watch the latest shows of U.S. top comedians

Sports

Latest sport results, news, videos, interviews and comments
Latest Events
10
Jul
SPAIN: La Liga
Real Madrid - Alaves
10
Jul
SPAIN: La Liga
Real Sociedad - Granada CF
09
Jul
ENGLAND: Premier League
Aston Villa - Manchester United
09
Jul
ITALY: Serie A
Verona - Inter Milan
09
Jul
ENGLAND: Premier League
Bournemouth - Tottenham Hotspur
09
Jul
SPAIN: La Liga
Athletic Bilbao - Sevilla
09
Jul
SPAIN: La Liga
Mallorca - Levante
09
Jul
ENGLAND: Premier League
Everton - Southampton
09
Jul
SPAIN: La Liga
Eibar - Leganes
09
Jul
ITALY: Serie A
Spal - Udinese
08
Jul
ENGLAND: Premier League
Brighton - Liverpool
08
Jul
SPAIN: La Liga
Barcelona - Espanyol
08
Jul
ITALY: Serie A
Roma - Parma
08
Jul
ENGLAND: Premier League
Manchester City - Newcastle United
08
Jul
ITALY: Serie A
Genoa - Napoli
07
Jul
ITALY: Serie A
AC Milan - Juventus
07
Jul
SPAIN: La Liga
Celta Vigo - Atletico Madrid
07
Jul
ENGLAND: Premier League
Arsenal - Leicester City
07
Jul
ENGLAND: Premier League
Crystal Palace - Chelsea
06
Jul
ENGLAND: Premier League
Tottenham Hotspur - Everton
05
Jul
ITALY: Serie A
Napoli - Roma
05
Jul
ENGLAND: Premier League
Southampton - Manchester City
05
Jul
SPAIN: La Liga
Villarreal - Barcelona
05
Jul
ENGLAND: Premier League
Liverpool - Aston Villa
05
Jul
ITALY: Serie A
Inter Milan - Bologna
05
Jul
SPAIN: La Liga
Athletic Bilbao - Real Madrid
04
Jul
ENGLAND: Premier League
Chelsea - Watford
04
Jul
ENGLAND: Premier League
Wolves - Arsenal
04
Jul
ITALY: Serie A
Lazio - AC Milan
04
Jul
ENGLAND: Premier League
Manchester United - Bournemouth
04
Jul
ITALY: Serie A
Juventus - Torino
03
Jul
SPAIN: La Liga
Atletico Madrid - Mallorca
02
Jul
ENGLAND: Premier League
Manchester City - Liverpool
02
Jul
ITALY: Serie A
Roma - Udinese
02
Jul
SPAIN: La Liga
Real Madrid - Getafe
02
Jul
ITALY: Serie A
Atalanta - Napoli
Find us on Instagram
at @feedimo to stay up to date with the latest.
Featured Video You Might Like
0vmRhiLHE2U JFCZUoa6MYE UfN5PCF5EUo 2PV55f3-UAg W3y9zuI_F64 -7qCxIccihU pQ9gcOoH9R8 g5MRDEXRk4k tudKp5Vhs3k iwWHibhssSo kQr0XHPbICM 5NeCb7JxaRk
Copyright © 2020 Feedimo. All Rights Reserved.