Cultures of optimization have been prevalent since the industrial revolution, but what distinguishes this current one is that it demands women to not just appear more perfect but actually to change themselves mentally and physically to meet an unattainable standard. I remember a mentor pointing out to me that the ‘it girl’ ideal shifted like a pendulum every decade from at least the 1890s onward in order to maximize consumer energy and disincentivize wardrobes that could be retained and bestowed between generations. This meant that each new decade one might find themselves more or less within reach of the cultural norm. By the 2000s, though, the use of digital and surgical technology enabled the creation of an appearance that no one could actually possess, and which made everyone inadequate.