【Watch The End of the Fucking World】

Plus-size women are Watch The End of the Fucking Worldsharing photos of themselves in swimwear to encourage other women to be kind to themselves.

The #MyBodyMyBFF campaign -- started by plus-size lingerie and swimwear brand Curvy Kate -- asks women to treat their bodies as if "it were your best pal in the world". Curvy Kate wants women to "promise to be kind at every turn" and live like "the queens [they] are". As part of the movement, women are sharing their #MyBodyMyBFF stories.

"Why are we so hard on ourselves when our bodies and minds are so amazing? Well we think it's time it stopped," reads an Instagram post by Curvy Kate.

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Women are sharing empowering photos of themselves as part of the campaign and talking about the way they feel about their bodies.

Curve model Netsai Tinaresse Dandajena posted a photo of herself and discussed her relationship to her body.

"The reality is sometimes I feel sexy, sometimes I feel bloated. Some people find me beautiful others would beg to differ," she wrote. "I don't know about you but it creates a conflict when you are trying to love yourself and everything you come with."

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Body positive blogger Callie Thorpe also joined in, stating that during the hot weather "it's okay to wear less clothes to stay cool no matter what your body shape or size".

"But my most important reminder is to be kind to yourself if you are struggling with body image," wrote Thorpe.

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Blogger Sam Rowswell shared her body photo, writing that her body has never failed her "no matter the hard knocks".

"After all, it's housed, grown and delivered my 3 perfect babies. I'm promising to treat my body no differently than is if it were my best friend," wrote Rowswell.

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Plus-size fashion blogger Lottie L'amour shared her experience of growing to love her body.

"The journey to loving my body began with a decision. I decided that I would be kinder to my body, that I was worthy of the love I gave out to others and that I would recognise the strength in my skin," wrote L'amour.

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How inspiring!