We as women get told our whole lives how to look, act and behave.
These messages may not be obvious but they're implicit at every level from childhood to relationships and popular culture.
And now Canadian photographer Julia Busato is calling time on tired old definitions of female beauty and behaviour.
In an eye-opening series, she has persuaded a wide band of women to pose naked with a mannequin - to illustrate the way in which they have broken free from expected moulds of being and doing.
The resulting showcase is powerful testimony to the multi-faceted appeal of womanhood, in all its messiness and magnificence.
"Each person has their own personal story about how they don't fit the standards expected from society," Julie told the BBC.
Women who attended Julia's shoots shared stories of adversity, triumph, hope and courage.
They include Katrina, a woman who was diagnosed with breast cancer aged 28, new mum Brittney, plus-size model Latoya and Taylor, who wears an insulin pump on her thigh to treat diabetes.
Julie says she wants her photos to demonstrate that "beauty should not be defined by a strict set of standards applied to everyone".
She focuses particularly on women who don't want to fit with modern society's vision of beauty, and refuse to conform to it.
Her work has met with a rapturous reception from many online, who have applauded the authenticity and creativity of the project - and celebrated the women at its centre.
However, "malicious reporting" from various users means Facebook has barred Julia from accessing her own account on a number of occasions - including over the past few days.
"This has been hard for me and my business because I can't reply to anyone who wants to work with me," she told Grazia Daily.
"Facebook has since stated that a 'member of their team had made a mistake' and took down my photos by accident. Since then a couple of photos have been put back up but not all. I also can't remove any of the hateful comments which is very frustrating."
She put out an appeal to those who had reported her on Facebook, saying, "if you really don't like it, just move on".
Take a look at some of Julia's breath-taking photos below, or check out more of her work here.
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