Stretch marks, we all get 'em.
And now, following Chrissy Teigen's stretch mark debut on Instagram earlier this week, women on social media have joined forces to show they're proud of their marks with the hashtag #LoveYourLines.
The aim is to brush away the common preconceptions that stretch marks aren't beautiful and should be hidden away.
Teigen isn't the only woman hoping to inspire others to be proud of their stretch marks. In 2014, two women from America launched the Instagram account 'LoveYourLines', in the hope of empowering women to show that stretch marks should be celebrated.
The 29-year-old has inadvertently brought the campaign to the forefront of conversation once again after posting a snap on Instagram with the caption: "Bruises from bumping kitchen drawer handles for a week. Stretchies say hi!"
The photograph has since racked up a mammoth 114,000 likes.
Since the Sports Illustrated model posted her picture, #LoveYourLines has spiralled into something of a major body image campaign, whereby women are sharing the stories behind their 'stretchies'.
My stretch marks started appearing when I was 11 years old. It's been a long journey since then... Being ashamed of myself, of my body, but that's in the past now... They are a part of me, of who I am. I will not be ashamed of them anymore.. #LoveYourLines #PerfectlyImperfect #NotAshamed #ProudWoman #EmbracingIt #StretchMarks
This is the hardest pic I could ever show. But I always hated the idea of illusions...for most women who have carried a human being for 9 months knows that you don't come out the other side looking like a supermodel. Your tummy is a bit saggy, you're covered in stretch marks, you're exhausted all the time and you struggle for ages trying to drop those "few pregnancy pounds." Lol My whole body, mind and lifestyle has changed. I'm not preaching or asking for applause, but good mums around the world should be respected for their hard work, not made to feel horrible for what their bodies had to go through to bring life into the world. I'm not striving to be as skinny as I was before, and I'm proud of what I've done. I carried a 10lb baby inside me, gave birth naturally and had an episiotomy and two blood transfusions as a result. It's not "pretty" becoming a mother, but I have fallen in true love with my beautiful person. #tigerstripes #reallife #truth #motherhood #mums #moms #loveyourlines #blessed #loveyourself #notashamed #beproud ✌🏼👶🏼❤️
I've spent years hiding my stretch marks being told their ugly and buying shorts based on how much they show and buying every miracle cure around. #loveyourlines movement is finally showing me that they don't take away from who I am but add to me. Don't tolerate them but love them. #loveyourlines #tigerstripes #fitspo #scars #nomorehiding
Laters stretch mark stigma, hello wonderful women.