A UK Instagrammer is being heralded as the leader of a new social media movement, reclaiming the beauty of 'saggy boobs'.
London woman Chidera Eggerue began the #SaggyBoobsMatter in a bid to challenge constant representations of 'perfect breasts' in the media.
Using the social media moniker 'Slumflower', Eggerue has more than 50,000 Instagram followers, supporting her call for women to love their saggy boobs.
"A lack of representation of saggy-looking boobs when I used to go bra shopping in M&S [as a young teenager] made me realise that something is wrong with the way the world views women's bodies," the 23-year-old told BuzzFeed.
"The packaging would always have a picture of a white woman with perky boobs, yet when I'd try on the same bra in my correct size, my boobs just wouldn't look like the model pictured."
She said she wanted to get a boob job at age 18 and was filled with "self-loathing" as a teenager. At 19, she "became tired of feeling like a stranger in [her] own body".
"I decided I'd had enough and made the choice to stop wearing a bra."
The movement has found considerable support online, with different Twitter and Instagram users showing off their own #saggyboobs.