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The world celebrates perky tits as if there is only one way for breasts to be beautiful. I remember in the early days of my breasts budding, girls in my class who didn’t wear bras were teased. And we all naively bought into the urban legend that if we didn’t wear bras while sleeping we were doomed to have breasts that hit the floor.

But over the recent years, we’ve learned that where your boobs sit on your chest are mostly due to genetics, not due to some arbitrary amount of time you leave your breasts strapped into a bra. And within this knowledge, the #SaggyBoobsMatter movement has exploded online to make room for all breast sizes.

The movement, which is the brainchild of author and award winning blogger Chidera Eggerue, has inspired women to snap photos of their breasts with the hashtag as a f*ck you to archaic beauty standards around breast positioning.

“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,” Eggerue, whose IG name is The Slum Flower, told BuzzFeed News.

Eggerue’s photos themselves are empowering because they allow women to know they can exist in their bodies just the way they are made, without taping up, strapping up, or covering up their sagging breasts as a way to appease someone else’s idea of attractiveness.

As the movement has taken flight, it’s clear that people with breasts are catching on. The Sun recently published a report claiming that British retailers have seek a spike in sales for comfy bra styles that don’t include underwire. Bralets give breast breathability without the cups and push ups designed to alter breast shape. Maybe soon us Americans across the pond will take note.

You can see more photos from the #SaggyBoobsMatter movement here:

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This feels like a superhero costume. #SAGGYBOOBSMATTER

A post shared by Chidera Eggerue (@theslumflower) on

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