The controversial calendars, handed out to bars and food establishments by alcoholic beverage makers at the start of each year, have long been criticised by the public as outdated and sexist for their objectification and commodification of female bodies.

“I think the powers that be finally admitted to themselves that this is a problem,” says Hurt, the academic. “People are encouraged, almost forced to invest in their body and cultural capital, to the detriment of other things. If you’re so worried about your future and face, you’re not going to do other things with your money. All kinds of negative effects have taken place.”