Endangered Bodies

In 2019, plus-size models on the runway hit a historic high. By 2026, it dropped to under 1%. It was a movement that took two decades to build, and it collapsed in eighteen months because the trend cycle moved on.

Endangered Bodies is a Dove campaign that shows body types like extinct species, pixelated out of existence by the digital era. Built like a museum exhibition across OOH, video, social, experiential, print and digital, the campaign forces a single hard question into public discourse:

When did our bodies become a trend cycle?

The campaign comes from Dove’s twenty-year Real Beauty platform, answering the GLP-1, extremely-thin era not by celebrating diversity but by mourning what we are losing to social media and 21st-century beauty standards. It is built to provoke — and to outlast a trend cycle.