Strictly Come Dancing's Bruno Tonioli, Coronation Street's Shayne Ward and boxing icon Frank Bruno are among of group of male celebrities who have stripped off for a body confidence campaign.
Footballer-turned-pundit Robbie Savage, football star David Ginola, This Morning medical expert Dr Ranj and Judge Rinder have also taken part in the Loose Women campaign to break the silence surrounding the increasing body image pressures men face.
It follows the Body Stories campaign earlier this year, which saw the ITV show's female panellists pose in their swimwear to encourage women to embrace their shapes.
The men's campaign was shot by acclaimed photographer Rankin.
It comes as a new Loose Women survey revealed 73 per cent of men said they do not talk to anyone about how they feel about their body and over a quarter of men cannot name a body part that they like most.
Boxing star Bruno, 55, said he signed up after being impressed by the original campaign.
The former heavyweight world champion said: "It's all about the sort of person you are, not what you look like."
He added: "The sad thing with youngsters is they want to look bigger than they are, puffed out and solid and whatever.
"But you've got to get the right balance, because you can look big and lift up weights but if you can't run up the stairs, you get knackered.
"Life is not a sprint, it's a marathon. Love yourself as much as you can, if you can't love yourself, who can love you?"
Coronation Street actor Ward said he gets trolled online about his weight.
The actor and singer, 32, said: "If someone's just going to comment on the fact that I'm a little bit bigger than I used to be, I'm 32, when I first joined the pop industry I was 21, so of course my body's going to change after that amount of time.”
Tonioli, 61, said being in the dance world resulted in him looking at himself with a “very critical eye” and that he believe women were more open with each other about their bodies.
He said: "I think men find it very difficult to open up in general, women, with their girlfriends, are just more open about things like that.
"Boys, men have this kind of sense of pride which almost stops them from saying, 'Oh, I've got a fat gut'.”
Loose Women editor Sally Shelford said: "We're so proud of all the stars who have taken part in this shoot and embraced the message that runs to the core of our campaign: Every Body Tells A Story. We hope it will continue to encourage and inspire everyone to embrace the bodies we have been given."
:: ITV's Loose Women airs on weekdays 12.30pm - 1.30pm