LONDON -- Women are Daughter in law Who Passed Out From Her Father in law’s Big Manhoodsharing photos on social media of their cothing labels in a bid to show the wild variation in sizes -- and to challenge the fashion industry's approach to body image.

During London Fashion Week, the Women's Equality Party (WEP) launched a hashtag urging women to share their clothing size, using the #NoSizeFitsAll hashtag.

According to WEP, one-in-five women in the UK cut the label out of their clothes and 70 percent state they do so "out of shame and embarrassment at their size."

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"The #NoSizeFitsAll campaign seeks to overturn the presentation and idolisation of uniform body types by the fashion industry. Let's start by overturning the trend of label shame," read a message posted on WEP's Instagram page.

The need for more body diversity in the fashion industry has been backed up by scientific research. Researchers at Durham University found that using models who are more representative of the "actual population" could help girls and women develop a healthier attitude towards eating. 

Women on Twitter and Instagram shared their dress sizes during London Fashion Week, as part of the campaign.

Many used the hashtag to highlight the fact that women's dress sizes can range dramatically, depending on the clothing brand or type of garment.

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