The campaign includes women with scars and birthmarks
With the majority of high street fashion campaigns featuring fairly homogenised line-ups of whippet-thin models with “perfect” skin and even more “perfect” bodies, one fashion brand is subverting the aesthetic norm.
Missguided is championing female "imperfections" and "flaws" in its latest campaign, which features models with an array of skin conditions that the online-only label feels authentically reflects its audience.
The inspiring #InYourOwnSkin campaign features six women, one of whom is a plus size model with albinism while another has extensive scars across her arm and back which she acquired as a teenager when she was caught in a house fire.
“I think we are on the way to empowering women a lot more than we used to,” explains Maya, who features in the campaign and suffers from a rare skin condition known as Epidermolysis Bullosa, which affects 5,000 people in the UK.
Maya praised the brand for depicting “real women” and not conforming to stereotypical beauty ideals that are predicated on infallible ideals.
Another model involved is university student Beth, who has psoriasis; this is her first modelling job.
“Beauty to me is about what’s inside, personality, happiness, love and acceptance,” she said.
24-year-old Brazilian model and fashion designer Mariana was also cast in the progressive campaign and was born with a large birthmark on her face.
“Missguided’s latest campaign signifies another bold and fearless move as the brand continues to build upon its globally empowering #KeepOnBeingYou movement,” the brand said in the campaign announcement.
@Missguided have done more for body positivity in the previous year than most companies have done in their last 10 🤷🏼♀️— chels (@chelseasclarke) May 10, 2018
“The campaign’s anti-commercial approach shows the unique positioning of the brand built on inspiring a strong self-empowered message; to embrace your flaws and to not strive for what the world perceives as perfection.Because f*** perfection, it doesn’t exist.”
The latest campaign follows a string of empowering and transgressive messages perpetuated by the label, from body positivity to diversity.
For example, it has regularly been hailed for casting models with stretch marks in its online imagery and leaving the photos unedited.
Meanwhile, in February it unveiled a range of mannequins complete with stretch marks and vitiligo.
Although, the brand was subsequently accused of digitally-imposing stretch marks on its models' bodies by shoppers, claims that the brand vehemently denied.
However, the take-home message of this campaign and others is arguable that in today's fashion landscape, our understanding of what constitutes beauty has never felt more inclusive - and thank goodness for that.