This lingerie campaign features real women with stretch marks and curves

British lingerie brand Figleaves is challenging beauty stereotypes with its latest marketing campaign.

The online retailer cast models of different sizes, shapes and ethnicities to promote their autumn line – according to The Sun.

The women showcase their figures with poses that celebrate their curves, stretchmarks and lumps and bumps.

The campaign, titled ‘Confidence looks great on you’, is part of the brands commitment to inclusivity within the industry.

The brand has also committed to avoid any form of re-touching or photoshopping.

Jenni Burt, head of buying and brand at Figleaves said; “Figleaves welcomes all women and it’s important they feel visually represented when they visit our website… This is a journey for us. We recognise we have a way to go but are fully committed to becoming truly inclusive.”

Take a look at their Instagram feed.

“I used to be afraid to look at myself in the mirror, because I assumed that what I saw was flawed. It wasn’t until I took time to focus on self love that I realised that everything I saw under those pretty lingerie sets was truly unique and awesome. And that confidence is frankly… contagious. You share it naturally! People around me tend to also feel super confident when we all head to the beach for example.” – @khrystyana

A post shared by Figleaves (@figleavesofficial) on Aug 30, 2018 at 11:21am PDT

“I know this sounds silly, but I have always believed that everyone has been placed on this earth with a purpose. I’ve always held a strong belief that my purpose was to help others, and that is what inspires me. I know that I can’t change the world, but changing the life of an individual with my acts, that’s already massive. So whether it’s through my modelling work of promoting self love and body positivity, or whether it’s through campaigning for rights, it’s all important.” – @jennatilemile

A post shared by Figleaves (@figleavesofficial) on Aug 30, 2018 at 11:20am PDT

Confidence looks great on you

A post shared by Figleaves (@figleavesofficial) on Aug 30, 2018 at 11:18am PDT

Confidence looks great on you

A post shared by Figleaves (@figleavesofficial) on Aug 30, 2018 at 11:18am PDT

Confidence looks great on you

A post shared by Figleaves (@figleavesofficial) on Aug 30, 2018 at 11:18am PDT

Also spotted in Mail Online and SomeECards

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