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Past research has shown that wellness culture projects identities that are predominantly middle-class, white, thin, able-bodied women. Wellness cultures are amplified through digital media, namely highly visual social media platforms such as Instagram and TikTok, that promote a feminine ideal that women can (and should) achieve through rigorous commitment and investment. However, discourses surrounding wellness culture are a cause for concern when consumption, choice, and responsibility are positioned as a mode to constantly improve oneself until an idealised appearance is achieved.

In this chapter, the author explores the experiences of five Asian-Australian women aged 18–35 living in Australia as they navigate ideals of femininity. The author draws on perspectives from feminist new materialism to understand the material-discursive practices that form norms and ideals of the female body. Findings are presented in the form of vignettes to help trace affective encounters with objects, digital media, discourses, and other bodies that produce different affective relations as they seek to understand Asian-Australian femininity. The author argues that digital media and wellness culture prompt individual understanding and practices to adhere to transnational ideals of the feminine body rather than dismantling social and cultural norms that limit individual choice, an issue that has thus far received limited scholarly attention for Asian-Australians. This chapter builds on previous studies that position wellness culture within an established white female neoliberal rhetoric.

This chapter considers the role and significance of ‘wellness’ as an idealised image, mode of being and subjecthood connected to ‘a perfect life’ in neoliberal Western contexts, which is made particularly visible through social media platforms such as Instagram. I discuss how ‘wellness’ is attached to particular bodily styles of presentation and appearance, such as the ‘Instagram influencer’, drawing on data from a qualitative study that used interview and digital photo-voice methods to explore how young people make sense of and encounter ‘perfect social media bodies’. I draw on feminist new materialist understandings of the body as socially and materially co-produced to theorise the body as assembled through the socio-material conditions of everyday life. This theorisation contributes to emerging efforts to interrogate the sociological and material dynamics of ‘wellness’ assemblages as important contemporary modes through which bodies (particularly connected to gendered aspects of feminine bodies) are felt and lived. Importantly, the gendered bodily appearances coded as representing an ‘ideal life’ and ‘perfect body’, which align with comportments of ‘wellness’, are central for understanding how aesthetic capital and bodily value are attributed in a Western neoliberal context. This analysis aims to contribute to feminist analyses of the affective and socio-material dynamics through which bodies and images ‘become’ through each other. The chapter concludes with an examination of the paradoxical and jarring dimensions signalled in the promises of wellness as a pursuit towards attaining an ‘ideal life’ against the backdrop of late capitalism and impending climate collapse.