The 1920s was a progressive era for women's rights, with this came women's opposition to previous ideals of the "feminine body".[9] The "New Woman's" (as they were frequently called) body was slender and boyish, contrasting the feminine curves of the 19th century woman. Clothing companies, food companies, and the media all promoted this new ideal of slimness and it spread quickly throughout society.[9] Weight became a hot topic for public scrutiny as did private organizations effort to intervene and help people achieve the ideal body shape.[2]