A British underwear brand is helping to challenge traditional notions of beauty in the fashion industry with an inclusive and body-positive new campaign.
Surge Undewear has enlisted 11 everyday guys to strip off for a new photo shoot which they hope will better represent guys of all shapes and sizes.
Former Celebrity Big Brother star Austin Armacost, who serves as the company's brand director, also stars in the new campaign promoting underwear for "every body".
Austin, 30, says he hopes the images can help tackle the "unattainable beauty standard" propagated by many underwear brands.
"We sat down and designed this range over a year ago and from day 1 it was decided that our brand was going to be an inclusive brand," he explains.
"We do not want to ostracise anyone. Men with muscles, skinny guys, larger guys we want them all to feel sexy and confident when wearing our brand. Every single person is beautiful and this needs to be celebrated more.
"There is a lot of talk of female high street brands using plus size models but where are the men?
"We want to add towards overcoming an unattainable beauty standard and display an accurate representation of the 'Every day man'."
According to research conducted by Surge, one in 10 men training in UK gyms could have a condition known a muscle dysmophia, an anxiety disorder where people see themselves as small, despite being big and muscular.
Also known as 'bigorexia', muscle dysphoria can lead to depression, steroid abuse and even suicide.
In 2017, NHS figures that showed the number of men being admitted to hospital with an eating disorder has risen by 70% over the past six years, and those referred for treatment has risen by more than 40% in the past two years.
As part of the campaign, Surge asked its batch of amateur models how they feel about their bodies, as well as the effect the rise in social media has had on their body image and self-esteem.
Check out what the guys had to say below:
"It is unfortunate the with the massive increase in apps such as FaceTune & Snapseed, picture on social media are becoming less and less authentic. This perpetuating an even more unattainable beauty standard.
"That is why I wanted to do this campaign to show people that we are all different and that is ok."
"People compare bodies on social media and body shame each other too much! We live in a world now where so many people don’t feel comfortable in their own skin.
"As a dancer I can be judged a lot. Especially when dancing topless on TV, I can feel very intimidated."
Scott Keith, 35
"All ‘models’ are ripped and not normal. Sometimes if I’m having a good day and I’ve not had too many carbs I feel feel comfortable naked."
Christopher Paul Barnes, 43
James Andrew Vickery, 23
"We were born to look the way we should, so we need to embrace that and not be ashamed of what we look like.
"My favourite part of my body would have to be my eyes, but if we had to talk about being naked then it would be something more explicit!"
Dexter Montgomery, 18
"I used to hate the way I looked. But I’m a lot more accepting of my body and will continue to be a bad bitch!"
James Slevin, 25
"I think [social media] has made people much more self-conscious."
Jordan James, 21
"[On social media] people use filters and do not show their real selves."
Jay Kamiraz, 39
"I feel comfortable naked behind closed doors, it has taken a while for me to get where I am with my body confidence.
"I want to break away from pressure and help people feel confident."
Luis Gabriel Gonzalez-Castro, 40
"In a way [social medua] has made people really consider their lifestyle. Not necessarily to look perfect but to be healthier from the inside."
Daniel Leo Stanley, 30
"Generally there is a pressure to lose weight and to be muscly etc. I do try to ignore that and work with my body’s natural size and shape.
"The constant comparison to each other is normal, but at such a high rate is unhealthy."
Surge underwear s available worldwide now from surgeunderwear.com
Words: Will Stroude