No it's not bollocks designed to "make women hate their bodies" and that is a really privileged statement to make.
There is significant evidence that there has been a huge increase in autoimmune conditions and a dramatically increased prevalence of inflammatory bowel disease, especially in children. Back in the 70s IBD in children was extremely rare; now we have children aged 2 being diagnosed. My daughter had it from age 6 or so, diagnosed at 11.
https://www.uhs.nhs.uk/whats-new/news/study-shows-cases-of-inflammatory-bowel-disease-in-children-doubles-in-10-years#:~:text=Approximately%201%2C750%20children%20and%20young,treated%20at%20Southampton%20Children's%20Hospital.
There is research evidence that certain emulsifiers, gums and carageenans and maltodextrin destroy gut flora and the human microbiome. Some emulsifiers (soy lecithin, mono and diglyercides of fatty acids) are less bad but some cause significant changes.
Here is one recent piece of research.
https://microbiomejournal.biomedcentral.com/articles/10.1186/s40168-020-00996-6
Maltodextrin, for example, is the biggest ingredient in many brands of instant gravy and used in a lot of gluten free alternatives. Yet there is research evidence that it destroys aspects of the microbiome.
My beef is with the food industry and the diet industry. They told us that low fat alternatives (full of emulsifiers for mouth feel) are healthier. They told us that if you get digestive issues you might want to try gluten free foods - choc full of maltodextrin to avoid wheat starch, and emulsifiers to bind it together. They suggested we go vegan for our health and then made UPF vegan "meat".
It is better to eat food as close to how nature intended. If you are lucky, eating UPF good as per standard Western diet is not going to cause you a lifetime of dealing with an incurable autoimmune condition. My daughter unfortunately wasn't so lucky and is now on omeprazole, mesalazine, immune suppressant azathioprine, and biologic immune suppressant infliximab until they stop working for her. She has 3 monthly blood tests to check these meds haven't stopped her liver from working effectively. She has quadruple the chance of developing lymphoma because of the drug regime, and has to wear sunscreen every day to reduce her chance of skin cancer. She has delayed puberty. In a flare she becomes so anaemic that her heart rate is 120 BPM just walking.
So no, it's not the latest fad. It's research based and it's a scandal in my opinion.