Vogue's article examines the burgeoning trend of "Protein Chic," a fashion style reflecting society's intense focus on wellness, fitness, and protein consumption. The article connects this trend to the popularity of weight-loss drugs like Ozempic and the resulting desire for muscular definition.
The article highlights the cultural shift toward body modification and enhancement, exemplified by figures like Khloe Kardashian's protein-enhanced snacks and the character Saxon Ratliff in the TV series 'White Lotus' who prioritizes protein shakes.
The influence of this trend is evident on runways. Designers like Duran Lantink, Demna (Balenciaga), and Hilary Taymour (Collina Strada) have incorporated elements of muscular physiques or the ideal of strength into their designs. The article notes a contrast with the 'heroin chic' aesthetic of the 90s, which symbolized a different cultural approach to body image.
Ultimately, the article questions the intensity of the obsession with protein and body modification, framing it as a cultural phenomenon with potential drawbacks. It highlights the pervasiveness of the trend through anecdotes and observations of social interactions related to fitness and body image.