The Deadly Cost of Beauty Standards in the Modeling Industry. The glamorous façade of the modeling industry often hides a much darker reality—one marked by toxic beauty standards, extreme dieting, and devastating consequences. For decades, the fashion world has been under fire for promoting dangerously thin body ideals, pressuring aspiring models to maintain unrealistic weights at the expense of their physical and mental health.
A harrowing example of this comes from Russia, where twin sisters Masha and Dasha Ledeneva nearly lost their lives as teenagers after enrolling in a modeling school. The institution, like many others, enforced a harsh weight requirement: no model could weigh more than 50 kilograms (110 pounds). What began as a desire to pursue a modeling career soon turned into a life-threatening struggle with anorexia.
In a desperate attempt to meet the school’s demands, the sisters drastically cut their food intake, surviving on as little as 300 calories per day. Their weight plummeted to a shocking 38 kilograms (around 84 pounds). Physically weakened and emotionally drained, they began experiencing frequent fainting spells and severe health issues. Eventually, their condition became so critical that hospitalization was unavoidable. Doctors gave a stark warning—the girls were at risk of dying if they did not get immediate and intensive treatment.
Thankfully, with medical intervention and the unwavering support of their mother, Masha and Dasha were able to begin the long and difficult journey toward recovery. Today, the twins use their platform on social media to advocate for mental health awareness and to share their personal battle with anorexia, hoping to educate others and prevent similar tragedies.
But not all stories end in recovery. In a deeply tragic case from Uruguay, 22-year-old model Luisel Ramos collapsed and died from heart failure caused by anorexia during Fashion Week. Just six months later, her younger sister Elina, who also pursued modeling, died in nearly identical circumstances—two lives lost to the brutal expectations of the fashion industry.
These heartbreaking incidents are not isolated. Countless young people, inspired by the images they see in media and advertising, fall victim to eating disorders in pursuit of the so-called “perfect” body. Although movements promoting body positivity and diversity have gained traction in recent years, the pressure to conform to narrow beauty standards still persists across much of the industry.
The survival and advocacy of the Ledeneva twins offer a glimmer of hope. Their story shows that recovery is possible and that change can be made when voices speak out against harmful practices. However, for every story of survival, there are many more whose voices have been silenced. Until the fashion world takes full responsibility and prioritizes health over size, the cost of beauty will continue to be far too high.