Figleaves launches underwear campaign featuring women of all shades and sizes – AND there's no photoshop

It's a step in the right direction for fashion

Jessica B

For years, the fashion industry has been accused of promoting unrealistic beauty standards and not catering to a wide enough range of women. But that's all beginning to change as more labels start to bring in a more diverse line-up of models and create products that suit us all. And the latest brand to get on board with inclusivity is underwear label Figleaves, which has released a brand new advertising campaign featuring women of all different shapes, sizes and skin tone – and, in a particularly daring move, they've decided to do away with Photoshop completely.


Body positivity activist Khrystyana Kazatova appears in the campaign

For its Autumn campaign Lingerie Looks Great on You, the brand has drafted in the likes of body positive activist Khrystyana Kazatova and curve model Jennifer Atilemile alongside gorgeous Zimbabwean-born model Nyasha Matonhodze. As well as showcasing the label's gorgeous range of undies, the untouched images show the models' lumps, bumps, stetchmarks and scars in all their beautiful glory.

READ MORE: ASOS launches nude lingerie line for real women and shoppers are so happy

Head of buying and brand Jenni Burt 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. And that's clear from the beautiful campaign shots which show off the range."


Another brand that has been working hard improve its inclusivity is online retailer ASOS. The brand is now offering gorgeous clothing to wheelchair-users, starting with a fun jumpsuit that would be ideal for festivals. The fashion favourite teamed up with Paralympian Chloe Ball-Hopkins to create the piece, which she thought-up after a particularly rainy weekend at Splendour Festival last year.

READ MORE: Inclusive new London hair salon launches

It has also pledged to ban silk, down and feathers across its entire offering, continued to use stunning plus-size models on the site and teamed up with LGBTQ+ charity GLAAD to celebrate Pride month – in an effort to make their brand more ethical and inclusive for all. Bravo!

Loading the player...

WATCH: HELLO! Fashion Monthly: Greta Bellamacina

Activate HELLO! alerts and find out about everything before anyone else.