Ivory Rose, the brand that specialises in creating lingerie for women with fuller busts, has unveiled its latest campaign.
The aim of the photo project is to celebrate women of all shapes and sizes – it features five curvy real women, none of whom are professional models.
Whats more, none of the photos have been edited or retouched, with stretchmarks and body dimples all proudly – and beautifully – on display.
The campaign is also a response to a recent YouGov poll, which found that 57% of 18 to 24-year-olds feel anxious about their body image.
For years I have had a lot of self-doubt over my body image and have not felt confident but now I have made progress, said 23-year-old Sophie, one of the women who took part in the shoot.
I am starting to feel worthy and doing this shoot gave me a huge confidence boost – to be surrounded by such beautiful women on the day who are also on this self love journey.
Not to have any of our photos retouched, especially for a lingerie photoshoot, is a real statement and true testament to what Ivory Rose is all about.
Founders of Ivory Rose, Frankie Mason, 27, and Aimee Law, 28, also decided to strip down for the shoot.
The pair, both of whom have fuller busts themselves, started the brand after they struggled to find lingerie for women with DD cups and above that was both feminine and supportive.
With our brand being about real woman and all their curves, we wanted to revamp our website to showcase this, said Frankie.
People are all shapes and sizes and just because you are curvy doesnt mean we want to hide away in our lingerie.