Right around this time of year, you start hearing a lot about bikini bodies. You know what we mean. "Thinking about eating that? Think about how it'll look on the beach."
Or some such crap.
But in direct contrast, women in the U.K. (and around the world) have taken to social media with the hashtag #MyBodyMyBFF, showing off exactly what they want to show at the beach or the pool this year, reports the Daily Mail.
The hashtag, which was started as a contest by Curvy Kate, a D-to-K cup lingerie and swimwear maker, is emphasizing the idea that you wouldn't be cruel to your best friend about their appearance, so why are so many women so hard on themselves?
"Many women look in the mirror and speak to themselves in such a way that makes them feel worse about who they are rather than better. So we think enough is enough. It's time for this to change, it's time for #MyBodyMyBFF," they wrote on their website.
And while of course the company has everything to gain by promoting body positivity, as far as messages go, it's a pretty damn good one.
It helps that their bras and bathing suits are hot too, letting women flaunt their bodies instead of relegating them to granny panties and dowdy one-pieces.
But probably our favourite thing about the campaign is how it encourages women to make pledges to themselves with regards to how they feel about their bodies.