Giselinde Kuipers is professor of sociology at KU Leuven in Belgium. She studies the social shaping of cultural standards in today’s globalizing world, and their consequences for social inequalities and identities. She has published widely on beauty, humor, fashion, media, popular culture, cycling and other frivolous things with serious consequences, and has done research in various European countries, the US and East-Asia. In 2020, she started a podcast on Culture and Inequality with Luuc Brans.