We all feel insecure about our physical appearance, but flaws don’t mean imperfection. Missguided a UK based women clothes retailer has launched a powerful new campaign featuring 6 models with skin conditions and scarring to celebrate what the fashion industry perceives as flaws.

The fashion giant’s new #InYourOwnSkin campaign is part of ongoing effort by the brand to show women as real and authentic. Despite their skin conditions, they look happy and comfortable.

Beauty is about what’s inside, personality, happiness, love and acceptance.

In November 2017, Missguided became one of the first to refuse to airbrush out stretch marks on models appearing on its website. Since it launched in Manchester in 2009 by Nitin Passi, Missguided has seen incredible growth and now expanded into the US, France, Germany, Australia.

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