Sheppard has turned Amy Sheppard’s body positive movement into a call to arms for anyone who has fallen prey to consumer culture and its destructive effects on body image.

Released today after weeks of teasing behind-the-scenes clips, the single features lyrics like: “They keep supplying, we keep on buying, almost like it’s out of our control” and “I’ve gone and said it I don’t regret it, it’s too bad I’m not your Barbie doll”.

The video for #KISSMYFATASS features Amy’s sister and co-frontwoman Emma, Biggest Loser trainer Tiffany Hall, crossfit expert Kara Saunders, body image activist Taryn Brumfitt, rapper Kaylah Truth and many more.

Watch Sheppard’s video for #KISSMYFATASS below:

Speaking of the inspiration behind her movement and the single, Amy Sheppard said:

“I’m an average sized 12 woman. The thing is, I’ve been labelled all throughout my life: ‘fat’, ‘too skinny’, ‘cellulite-y’ even ‘a blob’. Worst of all, I’ve sprayed hate on myself. Sadly, I can’t say I have met a woman who hasn’t done the same.

“#KISSMYFATASS is a big STFU to the beauty standards many of us feel the pressure to live up to,” she added. “It’s about desensitising everyone to normal features such as cellulite, rolls and scars.

“It’s about celebrating how beautiful we all are in our own unique ways and most of all it’s about setting an example for women, men, girls and boys about what makes a person truly beautiful… and just a hint: it’s not what you see on the outside.”

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