Missguided has launched a brand new body positive and empowerment campaign after conducting a search for seven everyday, diverse women to be part of a model shoot.
The online fashion retailer recently partnered with the Models of Diversity charity to conduct the search for the models.
Out of the 2500 applicants, seven were selected to be featured in Missguided’s new However You Nude campaign.
The retailer said its new campaign features “diverse and empowering models” to promote its new inclusive shapewear collection and redefine what the word nude stands for.
“The powerful collection pushes boundaries to rethink the ‘norm’,” Missguided said in a statement.
The new collection is not only available in a variety of skin tones and body shapes but also celebrates women with disabilities, hijabi women, as well as trans women and non-binary people.
Featured models include trans advocate Dani St James who co-founded Not A Phase, a charity which supports trans youth and Joy Cooper who is an advocate for people with Ileostomy bags.
“Empowerment is at the heart of what we stand for and while we’re proud of that, it has to be for everyone,” Missguided chief executive Nitin Passi said.
“This campaign powerfully says who we are and also shows what we aspire to be, not only opening a window into the breadth of what we offer but also now better covering the skin tones that match the diversity of our customers.”