Andrea McLean has sent her fans into a tizzy by posting a stunning new bikini pic on Instagram.
The 49-year-old Loose Women panelist is shown leaning against a wooden fence in a strapless bikini and straw sunhat.
And it's all in the name of body confidence.
The star is partaking in the #ThisBikiniCan challenge, which encourages women to feel comfortable and accepting of their bikini bodies.
Her inspiring caption for the photo includes, "I feel really passionate about every woman being and feeling comfortable in their own body.
"So many of us don't feel comfortable in swimwear and I didn't for a really long time.
"I'm turning 50 this year and I've decided to stop giving a damn and live life to the full, so that's why I said yes to joining @OntheBeachHolidays and showing #ThisBikiniCan to promote body confidence."
I’m turning 50 this year and I’ve decided to stop giving a damn and live life to the full.
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#ThisBikiniCan be strong and sexy in swimwear this summer. I feel really passionate about every woman being and feeling comfortable in their own body. So many of us don’t feel comfortable in swimwear and I didn’t for a really long time. I’m turning 50 this year and I’ve decided to stop giving a damn and live life to the full, so that’s why I said yes to joining @OntheBeachHolidays and showing #ThisBikiniCan to promote body confidence. @OntheBeachHolidays told me that over a third of women don’t feel they can even get in the pool on holiday because of body confidence, so I want help from you to show the world there’s nothing to be afraid of – we are in it together. To kick things off I nominate @laurahamiltontv and @ajodudu . Let’s see it girls and help spread the love #ad
She went on to nominate TV presenters Laura Hamilton and AJ Odudu to partake in the photo challenge.
Many of Andrea's fans loved the pic and the message.
One commented, "Yessss!!! You look fabulous..... 😍let's all wear them with pride whatever shape or size we are!"
Another said, "Beautiful. Always love and accept yourself! We are made perfect...our head is the one who [bleep] is up! So be brave, be strong, be in love with you!"
However some others weren't quite on board with the sentiment, with many saying that it's 'easy' for Andrea to talk about body confidence when she is clearly in very good physical shape.
One wrote, "Easy to say and do when you're this slim I'm afraid 😟 x"
Another commented, "Easy to say when you look like that !! I'd wear one too if I was like you !! X"
And a third, "Well you are nice and slim so what would you have to fear ?"
Andrea McLean is one of several celebrities participating in this hashtag challenge.
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#ThisBikiniCan go make up free and let the body do the talking. #AD NO FILTER NO EDIT .... would you ...... @OntheBeachHolidays is calling all ladies to show #ThisBikiniCan and to get body confident for the summer, so I want to nominate my gorgeous friends to get behind this movement with me and post their most confident swimwear pics @dawnward4 @chloe_simsstarship ....NO FILTER NO EDIT....JUST ME BODY CONFIDENCE lOVING MYSELF..... I’m so bored of all the fakeness on the gram everyone’s a clone these days 😝
Gemma Collins has also posted her bikini snap, as has Malin Andersson and Stephanie Yeboah.
This is the second time Andrea has publicly encouraged body confidence this year.
Back in May Andrea ran the Vitality London Celebrate You run in her underwear with the aim of encouraging other women to feel comfortable in their own skin.
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