Forget the bikini blitz – vintage adverts encouraged women to put on weight for the beach

05 July 2012 by


Hands up who is going on holiday this summer. And keep your hands up if you’re frantically going to spin classes/ cutting out carbs/ doing a thousand crunches a day. So that’s all of us then?

Wouldn’t it be a million times better if we could all feel body confident in our bikinis… without feeling any pressure to lose weight.

Perhaps we should have been around a few decades ago when, according to these vintage adverts, women were encouraged to put on weight before their summer holidays rather than lose it.

Vintage weight gain advert

‘Why be skinny? Come on and enjoy life’, says one, while another warns, ‘left out of seaside fun because you’re too skinny?’

Ok, the adverts - which ran from 1908 until the 1980s’s and promoted weight gain drinks made of vegetable oil, sucrose and vitamins - don’t sound exactly healthy either. But hey, anything that’d mean we could skip the gym guilt free tonight would work for us…



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