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Please, Joan, say it ain't so.

Christina Hendricks, who plays smoking hot office manager Joan Holloway on Mad Men, is reportedly going on a diet to squeeze herself in to Hollywood's waifish standards.

"Christina has got sick of all the talk of her being the curviest woman in Hollywood. For her it basically meant she was being called fat," an unnamed source told Britain's Daily Mail newspaper.

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"Now she's gone against everything she believed in before by going on the first diet of her life. Christina's cut out carbs, and alcohol, although she's not a big drinker. She's eating fish oil to break down fat and pak choi and edamame nearly every meal."

The source said Hendricks aims to lose about 30 lbs.

Hendricks has yet to confirm the rumour, but it's already shocked the blogosphere.

"If Christina Hendricks is indeed caving to the pressures of Hollywood to be skinny, I'll be particularly disappointed," wrote Wendy Atterberry, a contributor to Thefrisky.com, adding that Hendricks and her character "have been an inspiration to me."

Another blog reacted with shocked disbelief. "Is she crazy, men love her curves, and most women would kill to have such a hot bod," wrote Astrochicks.com.

Hendricks has won plenty of praise over the years for her curvy figure. Earlier this year, for instance, she was voted the best-looking woman in America by Esquire magazine's female readers in a survey published in April.

But the 35-year-old actress has also had to bear the burden of being a female star with actual curves. This past summer, she lamented that no fashion designers would give her a dress for award shows since they only lend out a size 0 or 2, she said.

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While Hendricks should be free to lose (or gain) weight as she wishes, it's a shame that "curvy" has become a bad word. It's also disappointing that the demands to be thin in Tinseltown are as pervasive as booze is in the offices of Sterling Cooper Draper Pryce.

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About the Author

Dave McGinn writes about fitness trends for the Life section and also reports for Globe Arts. Prior to joining the Globe, he was a freelance journalist, covering topics from trying to eat Michael Phelps' diet to why the Joker is the best villain in comics history. He's working on improving his 10k time. More

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