it is worth noticing that while social "inclusivity" has become almost a norm amongst brands marketing ethical and sustainable fashion, the norm for what is considered a "beautiful" and "healthy" body keeps narrowing down under what researchers have called the current "wellness syndrome." with the positive thinking of inclusivity, the assumption is that you can be whatever you want to be, and thus if you are not living up to the ideals it is your own fault. this optimism hides the diktat of aesthetic wellness, which turns inclusion into an obligation to look good and be dressed in fashionable clothes, a "democratic" demand for aesthetic as well as ethical perfection, as argued by philosopher heather widdows.