US fitness mag Self's cover photo comes with the bold and clear message: Tess Holliday's health is none of your business.
US-based fitness magazine Self is out with its first digital cover.
Their choice of covergirl for the July 2018 issue is unusual.
For its special issue, it has put fat positivity crusader Tess Holliday on its cover.
'We're thrilled to share our first ever digital cover, featuring model, author, and fat-positivity activist Tess Holliday (@tessholliday),' the mgazine wrote on Instagram
In its edit note, the magazine's editor-in-chief Carolyn Kylstra wrote: 'Holliday identifies as a fat woman; we chose to give her a platform because she has insightful things to say about thriving in a world that devalues bodies of size.
'We also chose to feature her because size representation is necessary, especially for a national health media brand that can help guide the conversation about what it means to be healthy and how to make health accessible,' Kylstara added.
'You don’t know how healthy or unhealthy a person is just by looking at them, you don't know what their health goals and priorities are, and you don't know what they’ve already done or are planning to do for their health going forward. And moreover, you should know that concern trolling -- using a person’s perceived health to justify making them feel bad about themselves -- isn't just counterproductive, it’s abusive,' the post on Instagram said.