What do you call this & how do I fix it?

Hello Ladies,

I am 35+3 with my first, before my pregnancy I had nothing like this and now, day by day, this just seems to he getting worse and only on my thighs 😭 making me super self conscious.

I dont know why or what is causing this or how to go by fixing it.

Any help??

P.s ignore the hair, my furkids snuggled up with me and the bump during a nap

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