Confused that Beyoncé's latest project is promoting her own diet plan? You're not alone - contradictory messages about our bodies mess with all of our heads
, her seismic set wasn’t just a theatrical triumph, but a feat of physical endurance. In order to get on fighting form for the epic one hour, 45 minute performance , she embarked on a strict exercise and plant-based diet regime that also shunned carbs, alcohol, sugar, dairy – and, one assumes, any morsels of spontaneity. In, the Netflix documentary that goes behind the scenes of the performance, she confesses, ‘I will never, ever push myself that far again.
So it came as a surprise last week when the singer, along with trainer and ‘exercise physiologist’ Marco Borges,. In the promo video for the 22 Days Nutrition regime, released to her 19 million YouTube followers, we see her weighing herself on day one of rehearsals, looking at the number on the scales and musing: ‘Every woman’s nightmare... Long way to go.
‘It’s a very big deal,’ she says. ‘She’s coming back. I’m coming back.’ And guess what? All this could be yours for just $14 per month, or $99 a year! Sure, the video seems more like a tautly art-directed music video than a cheerful diet shake or meal plan advert, but all sell the same fantasy:. The real, sequin bodice- ready you is waiting – go get her. The problem, of course, is that this kind of crash diet rarely works in the long-term.
Furthermore, it’s vital to remember that Beyoncé does not look the way she does exclusively as the result of a draconian diet. Despite those ‘you have as many hours in the day as Beyoncé’ memes, her life looks nothing like yours or mine. She has an elite team of cooks, assistants, make-up artists, stylists, publicists, nannies and so on that $14 a month will never get you.
That’s why I’m not actually disappointed she embarked on a weight-loss regime – I can’t imagine the pressure of. But I am disappointed that she’s commodifying it, profiting off our deepest insecurities. That said, however, our relationships with our bodies are fraught with contradictions and I’d be lying if I said disappointment was my first reaction. No, despite my better judgement, my initial thought was, ‘Maybe I should do this.
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