Next up on our "Heat index." Celebrating stretch marks. Two mothers have started an instagram account called love your lines empowering women to share stories of their tiger marks. ABC's Abbie... See More
Next up on our "Heat index." Celebrating stretch marks. Two mothers have started an instagram account called love your lines empowering women to share stories of their tiger marks. ABC's Abbie Boudreau has the story. Reporter: Most women try to hide them. But now a reason to celebrate stretch marks. It's brave. Definitely. Reporter: It's a campaign on instagram going viral called love your lines. In just two weeks nearly 40,000 followers, hundreds of photos and women worldwide calling their bodies beautiful, not flawed. And the two moms behind this sell if I sensation have remained anonymous until now? We did not want this to be about us. We wanted it to be about the women. Reporter: Writer and photographer team Alexandra alle wanted to do something to empower women. It's all about women coming together in an all natural way that really helps motivate and uplift each other as sisters. Reporter: They decided to photograph their stretch marks hoping it would send a strong message to women about embracing your body. We literally started showing off our stretch marks to each other and -- It felt good. Reporter: Quickly hundreds of others began sharing their own pictures and inspirational stories like this woman who got stretch marks after having a baby. Her caption Reading, I will not be ashamed. Having stretch marks doesn't mean I am any less strong, healthy, fit or sexy. And this woman who's had stretch marks since she was just 12 years old saying I embrace my lines now and every woman should do it because they are beautiful. When we can embrace our flaws, it enhances our entire lives. Reporter: Alexander Dra and Erica are now hoping others will realize that each love line tells a story. Stretch marks are not this ugly tainted body thing. You know, we're all beautiful. Reporter: For "Good morning America," Abbie Boudreau, ABC news, Los Angeles.
This transcript has been automatically generated and may not be 100% accurate.