A photograph of model, June Cox, has offered an insight into what the "perfect body" looked like for women in the 1930.
June Cox, who was 20 years old when featured in an edition of Life Magazine from 1938, was described as having the "ideal figure" that modern American women wanted.
The 5ft 6 model weighed 124lbs and, according to TIME, was 12" around the neck, 6" around the wrist and 19.5" around the thigh.
And judging by this excerpt from Life Magazine, individuality definitely wasn't encouraged.
"The perfect 1938 figure must have curves but it differs from the perfect figure of past decades in relationship of curves to straight lines," said the magazine.
"In the 1890s women had full bosoms, round hips. In actual measurements they were probably no rounder than Miss Cox but they seemed so because they were shorter, tightened their waists into an hour-glass effect.
"Now, though, the ideal figure must have a round, high bosom, a slim but not wasp-like waist, and gently rounded hips."
Oh, must we now?
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[H/T Time]