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The rise of GLP-1 medications has transformed the conversation around weight loss, taking it beyond diets, exercise and calorie counting and into the realm of medical intervention. But as these drugs become increasingly visible in popular culture, a US expert is asking whether they could also be creating a new kind of diet culture – one where changing your body is not only possible, but increasingly expected. Katie Baker Jones, an associate professor and program coordinator for the Fashion Design and Merchandising program at West Virginia University, has examined how the rise of GLP-1s is intersecting with body image, celebrity culture and changing beauty ideals. Her research, published in Media, Culture & Society, looks specifically at how fashion media has discussed the so-called “Ozempic Era.”