Missguided, a UK-based fashion brand and retailer that is largely based online and caters to female consumers all over the world, recently launched a new campaign called #InYourOwnSkin that embraces attributes that might be considered imperfections or flaws in most mainstream beauty representations.
With its #InYourOwnSkin campaign, Missguided aims to change this narrative, and celebrate the differences that contribute to a person's beauty, showing consumers that their scars, burns, birthmarks, freckles, albinism, and more are characteristics that they can be proud of, rather than something that they should hide.
In order to communicate this, Missguided cast a number of unconventional models, including Mariana Mendes, Joanne Dion, Beth Brice, Isabella Fernandes, Polly Ellens, and Maya Spencer-Berkeley.
Key Themes Behind This Trend
- Body Positivity
- Disruptive innovation opportunity: Creating inclusive and empowering fashion campaigns that celebrate diverse body types and so-called imperfections.
- Representation and Diversity
- Disruptive innovation opportunity: Incorporating unconventional models and diverse attributes in mainstream beauty representations.
- Embracing Uniqueness
- Disruptive innovation opportunity: Promoting acceptance and pride in individual differences, such as scars, birthmarks, and freckles.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Reinventing fashion industry standards by embracing diversity and challenging traditional beauty norms.
- E-commerce
- Disruptive innovation opportunity: Creating online platforms that cater to diverse consumer needs and promote body positivity.
- Beauty
- Disruptive innovation opportunity: Developing inclusive beauty products and campaigns that embrace and celebrate individuality and uniqueness.
