A toast for everyone’s diverse beauty and sizes were celebrated in the latest campaign of Missguided. The campaign includes women with different color complexion, scars and birthmarks that signified the diversity of every woman.
In fashion industry wherein beauty has its skyscraper standards, the latest campaign is bound to break the societal norms and ever-ready to embrace the beautiful imperfections of women. Morover, 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.
With their fresh skit in fashion industry, Missguided is patronizing female “imperfections” and “flaws” in their latest campaign, which features models with an array of skin conditions that the online-only label feels authentically reflects its audience. Many were impressed of the new campaign that set a complete metamorphosis in beauty standards that everyone must conform.
The empowering and totally encouraging #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.
One of the models in the latest campaign, Mariana, 24, was born with a large birthmark on her face (Missguided)
“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. Big names in the industry have also made their impression with the campaign and left big thumbs up as a support. With the prevalent stereotypical happenstance, they have broken the norms. Women was empowered and this campaign had taught them to embrace their imperfections.
Maya hopes the campaign will help raise awareness of her rare skin condition (Missguided)
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.
“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.”
Maya, Joanne, Beth, Mariana, Polly and Isabella pose together for the #InYourOwnSkin campaign. (Missguided)
The latest campaign follows a string of empowering and transgressive messages perpetuated by the label, from body positivity to diversity.
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.
For example, it has regularly been hailed for casting models with stretch marks in its online imagery and leaving the photos unedited.
In line with their empowering and inspiring campaign, in February it unveiled a range of mannequins complete with stretch marks and vitiligo.
Well, campaigns have also their setbacks and the brand was subsequently accused of digitally-imposing stretch marks on its models’ bodies by shoppers, claims that the brand vehemently denied.