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Think that only 17-year-olds who wear a size four (or maybe two or zero, these days) can grace the glossy pages of high-fashion magazines? Well, Irish-born, Canadian model Tia Duffy is hoping to change that.

A size 14, she has struggled with being labelled “too big” to be a straight size model and “too small” to be plus-size, so she is striking back against “universal standards of beauty” with the hashtag #bebodyaware. And people are joining the mission to put an end to high-fashion’s body-shaming ways.

Like these beauties:

And this gorgeous woman who is 100 per cent body proud:

And the support keeps coming:

Go on and slay for me one time Bae! @s0phia_vs 💕❤️

A photo posted by @candicekellyxo on

So much love, and a couple of nice booty pops, too:

The social media campaign, largely on Instagram (but with tags on Twitter, too), encourages people of every size, gender, ethnicity and height (non-models accepted, of course) to share their images on the platform. Plus, over the next few months, Duffy will collaborate with Toronto photographer Tianxiao Zhang on a collection of images that places plus-size and “in-between” models in high-fashion shoots, inspiring those in the industry to drop the labels and accept beauty in all shapes and sizes.

The message is clear, they’re ready:

And no one is going to stop them:

‘Cause they’re all in it together:

In the first of these photos Duffy models lingerie alongside fellow model Geneve Benatar in stark black and white. Duffy hopes to put together a database of models, photographers and stylists who support the cause while directing 50 photoshoots that highlight the beauty of different body shapes.

And that…

…is something we are totally happy to see

Thanks @plutinomodels @plutinogroup love my new cards ☺️ #realsize #model #fashion #torontofashion #plutinomodels #bebodyaware

A photo posted by Tia Duffy Curvy Model (@tiaduffycurvymodel) on