Size triple zero is just another way to put pressure on teens
Heard of 'thinspiration'?
It's when people who are pro-ana (I'll get to that in a minute) post so-called inspirational pictures, mottoes and stories online to motivate you to lose even more weight by extreme dieting.
Pro-ana is a term that refers to the promotion of the eating disorder anorexia nervosa. It's often referred to simply as 'ana'.
Some pro-ana groups - and plenty exist on the net - claim that anorexia is a "lifestyle choice" that should be respected by doctors and family.
Just Google these terms and you'll be shocked.
Skeletal girls proudly taking selfies of their emaciated bodies and ribs.
Some post a pic of their 'thigh gap'. It's a space between the inner thighs when standing upright with both knees touching and seems to have become a thing after a fashion show a few years back, where many of the models there appeared to have one.
Then came the 'bikini bridge'. Well, sort of. It was supposed to be the gap between your bikini and pelvic bone.
Turns out the whole thing was a hoax. But that was not before many people believed it.
Thigh gaps and bikini bridges came after the phenomenon of size zero and then, incredibly, double zero.
Well, disciples of those freakishly small sizes now have a shocking new size to attempt to squeeze into: the triple zero size.
So how small is it? Well there's about two sizes in the difference between the UK sizes available here and American sizes, so a size 10 here is an American six.
A triple zero would be a zero here. Teeny, weeny. Think pre-teen. And that's even when you factor in vanity sizing where retailers actually label clothing smaller than it is.
Have a look at the celebs your teenage daughter might be following on Twitter and the pics those celebs post of themselves.
Nicole Richie (who has previously denied being underweight) is a prime example of this super skinny fad.
Of course celebs know, from the business they're in, how to pose and angle themselves for the camera to make themselves look skinnier.
For non-celebs there's apps such as SkinneePix, (which claims to reduce selfies by five to fifteen pounds) and Plump&Skinny Booth (boosts your chest and reduces your waist).
Is it any wonder then that there appears to be a market for triple zero?
It's another way the world reinforces to our girls the message that looks matter most. And another way for our girls to damage their physical and mental health.