A new campaign for Missguided is challenging the way we see beauty. Featuring six women who don’t have the conventional definition of ‘perfect skin’, the campaign aims to change the idea that only flawless skin can be beautiful.
Missguided was launched in Manchester in 2009. In 2017, it was the first fashion giant to refuse to airbrush out stretch marks on models for its website.
The campaign is called #InYourOwnSkin, and features models like Maya Spencer-Berkeley and Joanne Dion. Spencer-Berkeley has a skin condition called Epidermolysis bullosa– a rare disease that causes fragile blisters to appear on the skin. The blisters may appear as a result of heat, rubbing, or even placing adhesive tape on the skin, according to Mayo Clinic. Dion, meanwhile, is a plus-sized model with albinism.
Another woman featured in the campaign is Isabelle Fernandes, who acquired scars on her right arm and back after being involved in a house fire at age 17. Fernandes is quoted by the Daily Mail as saying, “Beauty is the feeling of self-confidence, if you feel beautiful and feel good.”
Beth, meanwhile suffers from psoriasis, and is making her modeling debut in the campaign. Mariana Mendes is a Brazilian model who was born with a birthmark on her face. She says she refuses to let it keep her from achieving her dreams.
The last of the six models appearing in the campaign is Polly Ellens, who was born with a face-full of unique freckles.