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Dublin: 16 °C Monday 22 April, 2019

The difference between Khloé and Kristen's messages reminds us how important 'I Weigh' movement is

‘It’s easy to see which message carries more weight.’

IN MAY OF this year, Kim Kardashian-West found herself on the receiving end of considerable criticism when she promoted appetite-suppressant lollipops on her Instagram page.

In response to the ill-advised message that Kim was sending her demographic – the majority of which are adolescent girls and young women – Jameela Jamil established the I Weigh Instagram account.

In just four months, the Instagram account has amassed more than 146,000 followers, all of whom seek to share the qualities, attributes and triumphs that have helped shape them as human beings, irrespective of their appearances.

In the words of the actress, writer and broadcaster:

The i_weight movement [is] for us to feel valuable and see how amazing we are, and look beyond the flesh on our bones.

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A post shared by I Weigh (@i_weigh) on


View this post on Instagram


A post shared by I Weigh (@i_weigh) on

View this post on Instagram


A post shared by I Weigh (@i_weigh) on

Since following the page, my social media has become an infinitely more positive space to inhabit, however I hadn’t realised quite how deeply I had internalised the message of the movement until I was confronted with Khloé Kardashian’s latest Instagram contribution this morning.

Just months after giving birth, the 34-year-old reality TV star is promoting meal replacement shakes.

With the help of a series of photos, Khloé tells her followers that they too can have a flat stomach if they, you know, stop eating three square meals a day and instead spend their hard-earned cash on an industry that makes millions by telling women they will never be enough.

After weeks spent scanning images of young women, who are determined to celebrate all the qualities that make them unique and beautiful irrespective of physicality, Khloé’s post was somewhat jarring.

And the fact it has racked up more than three-quarter of a million likes in half a day? Disheartening in the extreme.

PastedImage-71647 Source: KhloeKardashian/Instagram

Normally, I would scroll straight past the post, but I was curious as to whether I might find a voice of reason within the comment section, and nestled among thousands of hysterical-sounding compliments were a heartening number of responses commenting on the questionable message being communicated to a group which numbers in excess of 79,000,000.

Of course, you had your standard photoshop accusations and unnecessary jibes regarding Khloé’s personal relationships, but you also had voices pleading with the young mother to re-evaluate the relationship she has with her body and reconsider the message she’s sending her followers.

And, perhaps most encouraging of all, you had exchanges between followers, advising each other to disregard the post.

Take this remark for example:

Looks promising… need to loose that baby tummy. How does this work? Am I suppose to just have shakes instead of regular meals? (sic)

And the response?

Oh my God, no. Don’t do it.

And what about this?

Can you take it while breastfeeding?

And the response?

Wouldn’t recommend it. Eat real whole foods, nourish your body. You and your baby’s health comes first.

And the kicker?

These adverts post partum are so irresponsible… Cut the junk food and sugar and let your body heal, get walking with the pram and be healthy… Since when was eating real food so bad anyway?

Ultimately, Khloé’s post did, to some extent, act as a vehicle for body-positivity, but it was the efforts of her followers that steered it in that direction.

With a platform as auspicious as hers, it’s disheartening that she doesn’t feel inclined to use her profile to reinforce messages sent by movements like I Weigh; instead indirectly forcing followers to question her sentiments thereby creating a body-positivity bubble within a much wider environment of body-bashing.

Using your platform to speak to the world about how to look and feel good and you’re supporting meal substitution?! Out of all of the possible ways in which you could inspire young women you choose THIS?! Wow.

Yes, it’s easy to throw #ad on a post and subsequently allow your followers to reassure and guide each other in the aftermath, but it’s much harder to sidestep the spon-con and do the guiding yourself.

Harder, but not impossible.

Look at Kirsten Bell; she managed it.



On one hand, you have a group of people attempting to reassure each other based on the toxicity of one woman’s post.

And on the other hand, you have a woman, who simply paid tribute to the team who helped created her red-carpet look, reaching in and reassuring the commentator herself.

It’s easy to see which message carries more weight.

DailyEdge is on Instagram!

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