She is wearing a pink saree in the image and she did not hide her cleavage too. In a way, she is saying the saree doesn't have to hide her beauty and it is not a problem for skin show too.
After marriage with Naga Chaitanya, she seems to be going a little bit more for glam side in her photoshoots.
Some Akkineni fans are not happy with that and they comment openly on social media about it. But Sam seems to be giving a statement to other leading ladies, that she isn't going anywhere, with her latest photoshoots.
Her script selection has been her biggest asset than her beauty show. If she maintains her box office form with good scripts, we are not going to complain about her glam form! She is knocking everything out of park anyways.