British retailer Missguided has made it a point not just to promote body diversity across its site and in stores but to address the discussion and value of beauty. Models in its London locations represent diverse ethnic backgrounds, and some feature stretch marks or skin conditions such as vitiligo. But the brand's latest campaign, #InYourOwnSkin, which is part of its #KeepOnBeingYou movement, really drives home that point. The cast of women dressed in sleek, simple Missguided separates pose together proudly.

Each girl — Maya, Joanne, Isabella, Beth, Polly, and Mariana — has her own mission to empower by example. These ladies and true fans of the label have different body types and come from different backgrounds. They have what some would call "flaws" — freckles, birthmarks, scarring, albinism — but when they come together, their message is the same: "f*ck perfection, it doesn't exist." Read on to check out the gorgeous imagery that you will definitely want to share with all of your friends before, of course, you do some shopping.

Image Source: Missguided