Welcome to 2020, where people are dying from a worldwide pandemic exacerbated by huge governmental failings, and people are incensed by Kim Kardashian releasing a range of shapewear for pregnant women.
In case you watched The Social Dilemma over the weekend and so haven't been on your phone much, here's what happened: Kim Kardashian's shapewear line, Skims, announced it was releasing maternity wear. Everyone got really outraged and said it was disgusting she was telling pregnant women they needed to be shaped and slimmed.
The backlash was so intense that Kim was forced to take to Twitter to explain the reasoning behind the line and that it wasn't as much about slimming and shaping as supporting and providing comfort.
Kim's friend, Chrissy Teigen even took to her Instagram Stories and in a series of videos defended the shapewear, starting, 'Hi guys, actual pregnant person here!' while wearing the range.
'Just wanting to show you and maybe talk a little bit about what pregnancy shapewear is,' she says. 'Basically, the reason I love pregnancy shapewear is because it stops all the folds of my vagina and stomach from eating all other types of underwear...It rolls up in there, and doesn't even look like I have underwear on. Most importantly this is not about creating a body we don't know we have. Like, we're not trying to do anything to trick you, we're pregnant.'
I'd tend to agree with Chrissy - and a quick look at social media suggests that a lot of mother and pregnant people feel the same.
The first thing to say in defence of Kim is that she's not the first person to launch such a product - something many have pointed out.
I have to say though, maybe that's a US perspective - here in the UK, when I was pregnant, I remember actually enquiring with two separate brands about whether they had any shapewear for pregnant women. Neither did.
It's the same experience I had when looking for clothes ANYWHERE to be honest. So I'd also say we should be giving Kim props for acknowledging that pregnant women exist and want to shop. The rest of the world's retailers seem to think they want to hide at home, wear mu-mus or buy clothes in bigger sizes that fit them badly just to feel 'normally dressed'.
Most brands now only stock maternity wear online and frankly, most of it is ugly. This is a YEAR of spending power for most women who have a disposable income for the last time they will in a while (if it's their first child). The fact that many retailers have chosen to just not want their money for a year, has never made sense to me. At least Kim isn't erasing them for that year. (And yes, year. For most of us.)
Personally, being six to nine months pregnant during a heatwave, all I wanted was a pair of shorts to avoid thigh chafing - I couldn't find them and just had to buy progressively bigger pairs. So when I saw Kim's original post without any of the backlash, my first thought was, 'Huh, cool, good idea!'
We live in internet times though, so of course there was a backlash. And to an extent, I understand. The Kardashians have been responsible for a considerable shift in the ways women and their bodies are perceived. The shape, the look, the contouring, the obsessive filtering, the unrealness of the expectation of all of that. Many would argue the Kardashians have been responsible for a lot of things that have done little to boost - and much to endanger - women's self esteem.
So the theory went that this shapewear was about creating a 'perfect bump', that our bodies SHOULD look a certain Kardashian way even when we're going through a huge biological change.
But honestly, maybe I'm just out-outraged, but I just... didn't see it that way?
All the bumps in the advert look different. And as Kim and Chrissy have claimed - and many other women have said - the shapewear is more about support and comfort, than changing a shape or slimming it.
Tbf to Kim, 'Skims Girdles' probably wouldn't have been a great name.
Though if I'm honest, something else about the holier than thou 'let women's bodies be beeeeaaaauuutiful during pregnancy' gang pissed me off.
I wouldn't have minded something that safely and comfortably shaped around my bump. Or bum. Or thighs. Or boobs. Most women don't get that 'football up a jumper', 'you wouldn't know she's pregnant from the back!' look. And if I'm allowed to want my body to look how I want my body to look and aspire to dress it and flatter it when not pregnant, why as soon as I am 'with child' do I have to start succumbing to nature and give into the miracle of birth? That's great if that's you, but it wasn't me. If you want to look good - whether that be in a flowing dress, a business suit or a tight-fitted top - and you want to shape any part of your body, including your bump, SAFELY (which these products say they do) then who is anyone to argue with you?
There's always this weird attitude around pregnant women's bodies that is meant to make them feel better and protected (Love your stretch marks! Enjoy the bump! Eat what you want! Celebrate nature!) but really, is just another standard and pressure.
They also come in sizes XXS - 5X which, if anyone else was doing that, anywhere, in any shops, everyone would be praising them like crazy.
Also, can I just say, I'm not asking for a freebie Kim, but those bras just look COMFY and NOT UGLY, and almost two years after giving birth, I'd take one, thanks.
I'd venture I'm not the only one who looked at the Skims range and felt either indifferent or - for a range of reasons - just thought, 'Huh, seems a smart idea.'
Because that's the other thing people still don't seem to be able to get into their heads about the Kardashians: they're business women. So if Kim's created a line of something and launched it internationally... well, you can bet I'm not the only woman who'd be first in line.