In a society where conventional beauty standards reign supreme, most of us have?struggled with some form of insecurity at some point in our lives. This lack of self-love robs women of their happiness and peace of mind. Through this unique and powerful initiative, Shyaway.com wants women to break free from all that constrains them from being their true selves and embrace every aspect of who they are. The Indian lingerie company has enlisted the assistance of body-positive models from all walks of life to star in their latest campaign, which encourages women to accept themselves. From stretch marks to cellulite, these beautiful ladies proudly embrace themselves in the hopes that others will be inspired to do the same..?

Commenting on the campaign, the founder,?Gopinathan?Ramachandran, says,?"#IMeMyself?is more than a hashtag for us; it’s?a movement that we believe in wholeheartedly. It was made by women, of women, and for women. This is our way of giving back to all the beautiful women out there who have constantly been judged and ridiculed for not conforming to society's unrealistic standards of beauty. We hope that through this campaign we can help every woman feel beautiful and confident in her own skin." Watch the video here -?https://shwy.me/rv1nb83y64xte/??