Women have long felt under pressure to be thin from the fashion industry, whether the Size Zero models are on catwalks or in shop windows.
But now it appears men are coming in for the same treatment - and eating disorder campaigners are furious.
A manufacturer of mannequins has sparked controversy by making skinny models with just a 27in waist - 11in smaller than the average British male.
Rootstein, a British firm, will next month unveil the slender waxworks. The company insists they are modelled on healthy teenage boys and will be dressed in skinny jeans and tailoring made popular by celebrities such as Russell Brand.
But Beat, a charity helping sufferers of eating disorders, claims anorexia and bulimia are already increasingly common among men and fear the arrival in stores of these mannequins could make the situation a lot worse.
Male fashion trends have seen an increase in tight tailoring, fueling demand for smaller models.
A spokesman for Beat told the Guardian: 'Unrealistic images in the fashion world - such as these mannequins - and in the media still abound and the pressures they bring can lead to low self-esteem in often young and vulnerable people.'
Despite the waist size of the male mannequin being 2in smaller than last season, Kevin Arpino, creative designer at Rootstein, rejects claims that his mannequins could influence men to starve themselves.
He said: 'None of the boys we used were remotely anorexic.
'They were just teenagers - the oldest one was 20 - so they were pubescent really.'
According to Beat, approximately 10% of people with eating disorders are men.
In recent years, an increasing number of men have been suffering from anorexia and bulimia.
Last year ex-Deputy Prime Minister, John Prescott, revealed he spent 20 years battling bulimia.
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