The campaign includes women with scars and birthmarks

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.

Missguided is championing female "imperfections" and "flaws" in its latest campaign, which features models with an array of skin conditions that the online-only label feels authentically reflects its audience.The inspiring #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.