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Olympic Ideals: Strong as the New Skinny

With the 2012 London Olympics fast approaching, the current body ideal is shifting from skinny to strong, with a host of fashion spreads and campaigns celebrating a more athletic physique. Olympic hopefuls themselves have moved to the forefront of editorials, with their competition-ready muscular bodies spawning a number of sports-inspired shoots, demonstrating strong yet sexy aesthetics.

Stylus highlights the images, campaigns and recent editorials fuelling this new Olympic ideal in body image and attitude.

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