After a male Twitter user posted a photo of a girl in a white dress with red beading next to a stock photo of strawberry-swirled cheesecake, other users called him out for body shaming, and encouraged women to post photos of themselves next to cheesecake with the hashtag #CompareYourselftoCheesecake2016.
It kicked off a hilarious (and hunger-inducing) Twitter flurry, with dozens of women sharing their best cheesecake doppelgangers.
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The original user said it wasn't his intention to body shame anyone, explaining, "all I did, was put her next to a cheesecake. Cheesecake looks sexy as f---, and her dress looked like a cheesecake, so her dress was sexy as f--- too."
But that didn't stop the hashtag from taking Twitter by storm.
@spokenELLE called the hashtag a complete success.
"In conclusion, this was much deeper than cheesecake lmao and that young women is absolutely beautiful."