Loose Women Body Stories, which airs on Tuesday's (May 2) edition of Loose Women, sees nine of the series' panellists strip down to their swimming costumes to bare their bodies for the first time.
The pictures were taken by legendary photographer Bryan Adams, without the use of filters or airbrushing, and are now appearing on billboards across the country, with the aim of encouraging all women, however old they are or what size they wear, to 'celebrate the story their body tells'.
"It was a funny thing to get a call and be asked to do this," said photographer Bryan Adams.
"What I thought was interesting about the brief was, they wanna be natural, they don't want any retouching, and they want it to be real, and I thought, 'Ok, that sounds really good.'
"So the fact that all of the women were all being really honest about how they are, I thought, 'Well that's great.'"
Tuesday's show will see the panel invite viewers to tell their own body stories with the hashtag #MyBodyMyStory, some of which will be featured on the programme over the coming days and weeks.
To kickstart the discussion, Loose Women panellists including Coleen Nolan, Andrea McLean and Katie Price have all shared some of their thoughts about their body ahead of the show, discussing their 'flaws' in an effort to promote body positivity among other women and encourage them to say, 'It's ok, it's part of what makes you 'you'.
"I have produced five babies so I can't knock my body – it's a proper machine," said Katie.
"There's no body the same – I've got scars, they're good memories. We're all imperfect, all bodies tell a story. I don't regret any of it. Everyone should embrace who they are. At the end of the day you should be loved for who you are."
Stacey Solomon added: "I'm 27 and I have lots of bits and pieces I don't like about my body –saggy boobs and stretch marks and the thing that really bothers me is my love handles.
"What I hope this photoshoot shows women and men is that in most celebrity pictures there has been some form of airbrushing or retouching – so they shouldn't compare themselves to unrealistic ideals."
Loose Women: Body Stories airs at 12.30pm Tuesday, May 2 on ITV.
You Might Also Like