For a long time in late modern societies, especially for women, it was deemed appropriate to loathe and criticise their own, as well as others’, bodily appearance. Such feelings are structured in implicit and explicit ways, resulting in what feminist sociologist Arlie Russell Hochschild has called “feeling rules”. These rules are culturally, group- and gender-specific. Styles of engaging in them thus “reflect where we stand on the social landscape”. While feeling rules may remain stable for longer periods, they are ultimately socially negotiated and thus subject to change. In the recent past, to feel bad about one’s own body was very much in accordance with prevalent feeling rules.