@Moon In Rubens' times, the standard of beauty was fat chicks, as they were seen as healthy. In Heian Japan, it was powdered white face and black teeth (to make the white of the face stand out even more), probably related to an idea of purity and cleanliness. In China, very small feet were said to be sexy. In Latin America, the standard is big breasts and big asses. In 19th century's anglosaxon countries, maybe the standard was tuberculosis due to the influence of Romantic novels.

The point is, standards change depending on when and where one lives. There's no patriarchal conspiracy (are there not standards for men too, after all?) and their existence does not imply that there can't be alternative preferences.