Forget #ThighGap, this summer it's seemingly all about #MermaidThighs.
While the makers of Barbie might have done away with the thigh gap at the beginning of the year, it seems that the rest of the world is now finally bucking the trend too.
Across Twitter and Instagram women have been celebrating their curves and taking a more positive approach to body image.
The plus size model Ana Laura was one of the first to post earlier this week, while Justine LeGault was one of latest women to show her support as she took to Instagram to say, "There's a new hashtag in town and I'm digging it."
Essentially, #MermaidThighs is about embracing your shape and your size from your hips to your thighs.
It's a backlash against the thigh gap hashtag, which went viral across social media a few years back and reached new heights in March this year when a Singaporean designer unveiled jewellery to accessorise your gap.
Since the dawn of time, thighs have always been a contentious area for most women and the attention around thigh gaps emphasised that.
The irony is, says Barrecore instructor Natasha Wynn, that often the size of your thighs isn't weight related. "We need to change the notion that to be perceived as healthy and slim, you must have a thigh gap. Some women have one naturally and it's often determined by someone's genetic make up."
"The mermaid thighs hashtag sends out a positive message to women, reassuring them that they don't need to be afraid of having thighs that naturally touch," adds Wynn.
It seems for this week at least, #MermaidThighs is making women are proud of their thighs. And, long may it continue.