Diet and Fitness During the Mad Men Era Until Twiggy hit the scene in the late '60s, women with bodies like Mad Men's Joan Holloway were prized for their ample bosoms and curvaceous frames. But the era was not without its "lose weight, and look great" fads. It was the time of fake sugar, a housewife that turned into a weight loss icon, and more. Read on to find out what Joan, Betty, and Peggy may have done to keep those prized hourglass shapes looking so good.