Fuller bust lingerie brand Curvy Kate has flipped a worrying body-shaming trend on its head by coming up with a healthy campaign – the Boobs Over Belly Buttons challenge.
Last week, a new craze emerged on social media, where girls were posting selfies of themselves trying to touch their belly buttons by swinging their arms around their back.
The belief is that if one is slender, fit or “healthy” enough, they can pull it off.
The ‘Belly Button Challenge’, reported to have started on Chinese website Weibo, has been slammed by medical professionals for promoting damaging attitudes towards weight and size.
In response, Curvy Kate, which recently lampooned Victoria’s Secret’s controversial Perfect Body campaign, has replaced the trend with something more positive.
The #BoobsOverBellyButtons challenge was launched in partnership with breast cancer charity CoppaFeel! to spread the word about the importance of women regularly checking their breasts.
“There are a heck of a lot more important things to be checking on your body than whether your arms are flexible enough to reach all the way around your own torso,” the brand said in a blog post.
“As Curvy Kate are massive supporters of UK Breast Cancer Awareness charity Coppafeel! we wanted to show that their boob-checking message is far more important and worth spending time doing.”
The hashtag #BoobsOverBellyButtons is already taking off on Instagram and Twitter, with hundreds of women supporting the campaign.