British fashion house Missguided is championing body positivity and diversity with its new campaign #InYourOwnSkin.
This latest advertising campaign features six models with different types of skin—albinism, scars, birthmarks, Epidermolysis Bullosa (EB), eczema and freckles—putting the spotlight those who are often excluded from the beauty industry. It follows on from the brand's campaign of 2017, where the company announced it would no longer airbrush its model’s stretchmarks, and featured women of all sizes.
It was the start of the brand’s mission to inspire customers to be unashamed of their bodies or who they are. “It's all about , ignoring the haters, celebrating what makes yo unique, and always striving to be that little bit extra. Because f**k being perfect, just be you babe,” the company wrote at the time.
This time, #InYourOwnSkin celebrates “what the industry perceives as ‘flaws’ or imperfections”, and so the company chose women who “continue to challenge the and exude the confidence to be comfortable in your own skin.”
Meet the six women who according to Missguided are turning beauty conventions on their head.
Beth Brice
A university student from Manchester, UK, Brice was approached on the street to be featured in this campaign. “I thought it was amazing because I’ve always tried to hide my skin," she said. "It’s a good chance for me to feel more confident in my skin and promote skin empowerment.”
Mariana Mendes
A model and fashion designer, Mendes was born with a birthmark on her face. According to Missguided, “she has learnt to love the way she looks and empowers others through body positivity on social media.”
Isabella Fernandes
A university student, Fernandes's shirt caught alight during a house fire when she was 17, leaving scarring on her right arm and back. She finds modelling empowering: "I felt a little bit vulnerable at first there’s something about it that’s quite freeing. There’s something about seeing the images, my new body and how it’s changed. The process of that is very therapeutic, there’s something nice about seeing the images and being proud of them."
Maya Spencer-Berkley
Spencer-Berkley suffers from Epidermolysis Bullosa (EB), a rare genetic skin condition that causes the skin to blister and tear. “Something that a lot of people don’t understand about EB is that the marks on my skin aren’t caused by the condition itself,” she explains. “The condition means that my skin is genetically fragile and very prone to blisters and wounds from slight friction.” What does body positivity mean to her? “Being comfortable, accepting all your flaws and whatever feels gross and horrible but it’s your body and you’ve got to love it. ."
Polly Ellens
Ellens has been modelling for five years and joined the campaign after being impressed by Missguided’s no photoshop policy. “It was a bit of a surprise that a big brand is pushing forward the message of empowerment and body positivity. Using unretouched images is a real step forward and something quite unique.”
Joanne Dion
Plus model and albinism advocate, Dion believes beauty is “more than just the outside appearance. We spend so much time trying to define and depict what beauty is, but the simple fact of you living your life is beautiful.”
