If you think of a stylish French woman, what springs to mind? Red lipstick? All-black ensembles? What about armpit hair? Thanks to the hashtag #LesPrincessesOntDesPoils (Princesses have hair), the top trending topic on French Twitter in July 2016 was au naturel armpits.

Studies show that poor body image can be more harmful than actually being overweight. But brands are still communicating with plus-size audiences through stereotypes and shame. In the era of body positivity, how can businesses challenge fat taboo and meaningfully connect with people in this space?

The French have a rich history of hanging around in the buff on the beach, and the number of naturists nationwide has jumped by 500,000 people to two million in the last three years. But while naturism is on the rise, it's far less popular with young women than it once was.

Public shaming is back on the agenda. From fears of being photographed eating on the tube, to apps that erase pics from the night before – the spectre of public criticism looms large. Has social media revived this age-old mechanism of control? Or can shame be a force for positive change?