STYLE
06/28/2017 11:17 EDT | Updated 06/28/2017 11:30 EDT

Curvy Women Take Over Social Media For Body Positive Movement

You should go and love yourself.

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.

@curvykate are running the best campaign! It's all about pledging that you will treat your body like you would your #BFF Would you say the negative words you tell yourself to your BFF? Would you verbally abuse and put down their body? Nope. But you would so easily to yourself. I know it's easier said than done, trust me I've been there but it means I can honestly stand up and say learning to love myself and letting go of those negative thought truly changed my life. There is no where so deep you cannot pull yourself from. There is ALWAYS a way out of those negative thoughts, I promise. I want out pledge that this week you will get that #bodypositive ball rolling and you will give yourself a compliment every single day like you would your #BFF. Be there for yourself like you would them. Bring yourself out of that dark place and take your own advice! Tell yourself your beautiful and buy your dam self a drink! I do this everyday because I have learnt that self loathing gets me no where and negative thoughts hold me back. I do this because I want my daughter to have a positive role model in her life so she grows up confident and content in herself. I do this because it's my human right to feel good in my own skin! So pledge today! #MyBodyMyBFF Lingerie : #Vegas set by @curvykate (Bra size 38GG bottoms 16) #celebratemysize #curvy #confidenceblogger #confidentinmyskin #confidence #bodyconfidence #happiness #bigandblunt #goldenconfidence #selflove #selfloveclub #selflovejourney #pizza #pizzasisters4lyfe #effyourbeautystandards #blogger #ukblog #noairbrushme #embraceyourcurves #bbw #efftheirbeautystandards #effyourbeautystandards #bopo #honourmycurves #wewearwhtwewant

A post shared by Jess (@thefatfunnyone) on