Online fashion store, Missguided, just launched a brilliant campaign tagged #InYourOwnSkin featuring women with various skin imperfections, and so many people are applauding them for this.

The campaign aims to celebrate the perceived ‘flaws’ and ‘imperfections’ that actually make us who we are, ELLE reports.

Millenial women who patronize Missguided are elated that the brand opted to use models that weren’t just of various body shapes and sizes, but also had imperfections e.g vitiligo, dark birth marks, burns, psoriasis etc.

Here are some of the women featured in the campaign, and what they had to say about their involvement:

Joanne

As a plus-size model with albinism, Joanne is dedicated to raising awareness and breaking boundaries in the fashion and beauty industries. She says, “My role in life is not to be accepted by society. I live fearlessly and I am unapologetically me.”

Mariana

She is a Brazilian model and fashion designer who was born with a birthmark on her face. She hopes to empower others to love the way they look.

Polly

Poly is a full-time model and wants everyone to embrace the concept of women supporting other women. “Body positivity means being 100% comfortable in yourself, it’s not just the outside but also the inside.”

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Photo Credit: Missguided/ELLE