'Curvy Kate' is a UK-based lingerie and swimwear company that specializes in making sultry apparel for plus-size women. The popular brand recently joined with Aerie for #TheNewSexy campaign as a means to show that feeling confident and looking great has nothing to do with looking the way that the media tends to tell women that they should.
In order to do this, the company had eight strong women from different backgrounds model the pieces. As DesignTAXI explains, the campaign included "an amputee, a transgender woman, an Alopecia sufferer and a recovered anorexic."
With this, #TheNewSexy continues Curvy Kate's choice to not include conventional professional models in its campaigns, choosing to celebrate every woman's individuality instead. In doing so, Curvy Kate aims to diversify the representation of women in the media.