While a majority of high street fashion campaigns feature fair models with “perfect” skin and even more “perfect” bodies, one fashion brand is overthrowing the norm. A UK-based company is breaking this stereotypical notion. British female fashion brand Missguided started with a campaign #inyourownskin. The latest campaign features six different models with an array of skin features and conditions. Their aim is to challenge the perception of beauty and to inspire every other woman to accept and love herself.

Also: Kalki Koechlin Poses Nude To Send Out Body Positivity Message

The company unveiled the campaign by posting a picture of six women along with a caption,

 “Meet the 6 women on a mission to challenge the world’s perception of beauty and to inspire babes around the world to love themselves, for themselves. Discover the #inyourownskin campaign.”

The company has received a lot of positive reactions. Many are praising the brand for depicting ‘real women’ and not adhering to the stereotypical beauty ideals.

It features six models, one of whom is a plus size model with albinism. Another has extensive scars across her arm and back. Another model is Maya who has a rare skin disease that affects about 5,000 people in the UK.

“I think we are on the way to empowering women a lot more than we used to,” explains Maya

The campaign also features a red-haired model with freckles across her face. She has tattoos and freckles on her body. Another model, Mariana, is a Brazilian model and fashion designer. She was genetically born with a large birthmark on her face.

Also: Bullied for her Birthmark, Beatriz now Promotes Body Positivity

Beth, a university student, has psoriasis. This is her first modelling job. She says, “Beauty to me is about what’s inside, personality, happiness, love, and acceptance.”

However, this isn’t the first time that the brand has advocated body positivity. In February this year, it used mannequins with natural body features, including stretch marks. The step was highly appreciated.

Last year, the company launched #MakeYourMark campaign, which featured images without any retouching. It was a positive step that helped women embrace their “flaws”.

Campaign wins Twitterati’s hearts

Here are a few reactions the company received.

Breaking the stereotypes, Missguided is helping to bring “skin positivity”. Let us know what you think about the campaign in the comments section below.

Also Read: Politics of body shaming and the taunts of Indian society

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Deepali Is An Intern With SheThePeople.TV

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