We went behind the scenes of NYLON's July cover with Tess Holliday, who told us about starting her #EffYourBeautyStandards social media campaign back in 2013. After watching photos of herself be reposted with fatphobic comments such as "Just because it's in your size doesn't mean you should wear it," Holliday told us: "I just hit a point where I was like, Fuck it."

"I posted four photos side by side of things that plus-sized women are told that they couldn't wear," Holliday recalled, telling us how she invited her followers to do the same, and "post a photo wearing something that scares you" with #EffYourBeautyStandards. "And it took off," she said. "When I created it, I realized that this isn't something that just plus-sized women deal with. This is something that universally everyone deals with. I unintentionally grew a community where we are able to talk about these things. It genuinely changed my life."

Hear all about it straight from Holliday herself in the video above, shot on location in Puerto Vallarta, Mexico.

Produced by: Alexandra Hsie, Charlotte Prager

Camera: Dani Okon + Gretta Wilson

Edited by: Madeline Stedman