Contours of a culture: How Brazilian Playboy reflected and reinforced gluteal ideals over four decades (1975–2018)

Gluteal prominence is a central feature of Brazilian beauty standards, historically reinforced by cultural expressions such as samba, carnival, and popular media. In recent years, this aesthetic has been amplified by the global popularization of the Brazilian Butt Lift (BBL), elevating the symbolic and commercial value of gluteal volume. Yet, no longitudinal study to date has examined how these ideals evolved in Brazilian visual culture. This study investigated temporal changes in the anthropometric profiles of nude models featured in Playboy Brazil from 1975 to 2018. A total of 491 models with reported measurements were analyzed. Linear correlation showed a significant increase in hip circumference over time ( r = 0.47, p < 0.0001). This association remained significant after normalization to height (hip-to-height ratio: r = 0.43, p < 0.0001). Models with hips ≥ 100 cm exhibited lower waist-to-hip ratios (WHR) and higher body mass index (BMI), and WHR decreased despite larger waist sizes, indicating disproportionate enlargement of the lower body. Collectively, these findings document a progressive shift toward more accentuated lower-body profiles within this media archive. These findings contribute to understanding how culturally rooted aesthetic ideals may intensify or become reconfigured within evolving media contexts. • Gluteal prominence among Playboy Brazil models increased steadily from 1975 to 2018. • The proportion of models with hip circumference ≥ 100 cm rose sharply in the last decade. • Disproportionate hip enlargement lowered WHR even as waist size increased. • Growing cultural emphasis on curvier silhouettes, especially gluteofemoral volume.