You only have to wander through the Acropolis Museum in Athens (or any building housing Greek sculpture) to see our modern-day obsession with the impossibly perfect body isn’t exactly new; humans have salivated over well-defined abs for millennia.

But while the Greeks turned to marble, recent generations have chomped on problematic food products or skipped meals while engaging in perilous exercise regimes motivated by unattainable body ideals set by the media and dubious advertising.

“When I was younger, people would drink diet shakes and follow Davina McCall DVDs,” recalls Noel Mack, chief brand officer at athletic apparel shop Gymshark. “Or get on the cross trainer for 40 minutes, then starve themselves and think that’s how you got the physique you wanted.” On the bright side, he says things have now “100% changed for the better”, naming social media and education as the root cause: “Education means people are reaching the goals they want to but in a more healthy and sustainable way.”