In a world dominated by Taylor Swift and her posse of Amazonian babes, and the likes of Kate Moss claiming that "nothing is as good as skinny feels," a hugely distorted sense of female beauty has whipped the masses into shaming those who don't conform to this ethos.
Now, Melissa McCarthy is taking on cruel body-shamers in a one-woman quest to finally squash those skewed representations of feminine beauty.
In a powerful Instagram post, captioned with a quote from feminist author and activist, Gloria Steinem, the Hollywood superstar has continued her journey of speaking out to women -- regardless of shape and size -- and asking them to embrace their bodies.
The post was poignantly captioned:
"We have to stop categorizing and judging women based on their bodies. We are teaching young girls to strive for unattainable perfection instead of feeling healthy and happy in their own skin. "Imagine we are linked not ranked." Gloria Steinem"
Her comments sat beneath a sign which read, "Warning: Reflections in this mirror may be distorted by socially constructed ideas of 'beauty.'"
This isn't the first time McCarthy has spoken up about beauty ideals and her own clothing line -- 'Seven7' -- which was birthed from the belief that America's attitude towards women's bodies needs to change. Her brand aims to create flattering, stylish garments which enable larger women to find fashionable items that look and feel good.
She once said:
"Only wear solids? Don't wear bright colors? That's not real. Somebody made up these rules, and I disagree. It's an odd thing that you can't go shopping with your friends because your store is upstairs hidden by the tire section."