So in the same week that scientists decree that men prefer curvy women, famous curvy woman Cindy Crawford says she'd never make it as a model these days because curves are well and truly out of fashion.
It's bloody confusing, isn't it? This whole issue of body image and healthy weight. One minute we're told thin is in; the next it seems fat is where it's at. And where does that leave your average Joanne?
Psychologists at St Andrews University in Scotland photographed dozens of female students and asked male students to rate their attractiveness. They found that - despite the apparent size 0 trend - the blokes categorically preferred the ladies of average weight and build.
Which means women like Scarlett Johansson and Jennifer Lopez are hotter in mens' eyes than whippet-thin 'slebs like Victoria Beckham and Keira 'If I pout constantly maybe people will think I can act' Knightley.
You might think this is cause for the millions of "average" ladies out there to rejoice. But hang on a second...
Cindy Crawford, one of the original supermodels, says it's all bollocks. Cindy - who personnified the healthy, all American girl look of the 1990s - says she looks too healthy to have made it big in the fashion biz in 2009. "A body like mine, with big breasts, normal thighs and toned upper arms, is no longer what the industry is looking for," Cindy says.
She's right about that. Emaciated, vacant women who look more like eight-year-old boys are evidently the look du jour on catwalks today.
But how can this be? Why do fashion designers and the fashion media think we want to see skinny chicks when your average red-blooded male in fact prefers a more abundant figure?
The disconnect could be in the audience. The fashion industry is pitching to women, whereas film stars like ScarJo et al appear to men. Guys are the ones who tend to be ticket-buying film geeks, and they're certainly the ones who buy magazines like Zoo, which are all about the va-va-voom curves.
But that would imply that women want to see stick insects modelling this season's hottest look - and aren't we forever hearing that women are desperate to see "real women" on catwalks and in fashion magazines?
(Incidentally, have you seen model-turned-TV-presenter Sarah Murdoch on the un-airbrushed cover of this month's Australian Women's Weekly? Cynical attempt to boost flagging sales much? As if AWW gives a toss about women's self-esteem.)
Are we all a bit quick to cry "foul" against the media and the fashion industry when it appears we can't decide what we want?
It makes my head spin, it really does. What's your take on all this?