The women's clothing company recruited women to hold signs of messages they've previously been told

#ImFlattered Campaign Combats Body Shaming: 'If Someone's Pleased with Themselves, Why Would You Want to Screw That Up?'

Women’s clothing company SmartGlamour is starting a conversation about the importance of being body positive – on social media and in daily life.

The New York-based company, which sells custom clothes for sizes XXS-6X, launched a new ad campaign Monday featuring the real women who wear SmartGlamour clothes.

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The twist? They’re all holding signs with the body criticisms they usually hear – “Your shoulders are too broad to wear halter tops,” “Put the girls away!” and “Big girls shouldn’t wear prints!” – while triumphantly defying them.

Owner Mallorie Dunn explained that SmartGlamour wanted to end the negativity that women hear when their bodies don’t fit the “average” mold.

“In our ever increasingly visible world of social media – people’s opinions of us can come from across the globe, and with no responsibility, cloaked behind a username,” writes Dunn on the company website. “It can often also be the people close to us – our loved ones – thinking they are ‘doing us a favor’ by giving unsolicited ‘advice’ on our appearance.”

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So Dunn recruited women who have heard it all before. Along with the criticisms, they held up the hashtag #ImFlattered in an attempt to take back ownership of what ‘flattered’ should and should not mean.

“After all the actual definition of flattering is ‘pleasing; gratifying’ – and if someone is pleased with themselves – why would you want to screw that up?” she writes.