The diversity of MISSGUIDED’s campaign is not only in the range of skin tones and body shapes represented but in the unique stories of each of the models
Global fashion powerhouse MISSGUIDED introduces “However You Nude,” a powerful campaign intended to push boundaries and reimagine the ‘norm.’ Through captivating imagery and a provocative video, the campaign introduces a collection that celebrates everybody – every shade and every shape.
“Empowerment is at the heart of what we stand for and while we’re proud of that, it has to be for everyone,” says MISSGUIDED Founder and CEO Nitin Passi. “This campaign powerfully says who we are and also shows what we aspire to be, not only opening a window into the breadth of what we offer but also now better covering the skin tones that match the diversity of our customers.”
With the mission to promote equality, body confidence, and sex-positivity, MISSGUIDED partnered with Models of Diversity, a charity that advocates for greater diversity in the fashion, beauty and media industries where people of minority ethnic origin, older people, larger and smaller people, people with disability, and non-binary gender people are under-represented.
Through a competition launched last month open to anyone able to submit an unfiltered photo on Instagram and go to Manchester, UK, for the shoot, Models of Diversity and MISSGUIDED cast seven out of over 2,500 applicants to model in the campaign alongside nine other inspirational people.
“Many brands talk about change, few follow through! MISSGUIDED absolutely blew us away with their commitment to inclusion and diversity in this campaign,” states Angel, Founder of Models of Diversity. “We were delighted that amongst their gorgeous and diverse cast they included 7 very beautiful but very different models from MOD – the results are amazing. It is a pleasure to be associated with a brand so determined to be on the right side of change.”
Passi adds, “We’ve been close and active partners with Models of Diversity – they’re helping us become the business we aspire to be so it’s natural to partner with them on this campaign.”
MISSGUIDED’s fierce commitment to empowering all reverberates throughout the campaign and is cemented in the tagline, “However you nude, we’ve got you covered.” The diversity of the campaign is not only in the range of skin tones and body shapes represented but in the unique stories of each of the models.
The campaign features models such as trans advocate Dani St James, who co-founded “Not A Phase”, a charity which supports trans youth, Joy Cooper, an advocate for people with Ileostomy bags, Nicki Donnelly, who is determined to inspire others and normalise disability after her paralysis while in the police force, Celine Agyemang, a body-positive curve model, and Kyle Devolle, a non-binary model, fashion designer and celebrity stylist.