We've had nipple bikinis, the #FreeTheNipple campaign followed by Cara Delevingne and Scout Willis and the Topless Tour, whereby women posed topless in front of mountains.
Now it's time to forget nipples, as a new social media craze moves the focus onto legs. Hairy legs to be precise.
The Very Hairy Legs tumblr, created by Sarah, is "dedicated to females with very hairy legs" and encourages you to let your "legs be the champions!"
It is meant to protest against society's expectations of beauty, and has rapidly gained a solid following, with hundreds of women posting pictures of their hairy limbs.
There are some very creative shots in there, including these legs sprinkled with glitter.
Some ladies have gone one step further and shared pictures of their hairy armpits.
We can't fault the positive attitude behind the pictures, but are we the only ones getting bored of all these movements?
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