# Flaw-Accepting Fashion Campaigns Missguided's #InYourOwnSkin Celebrates Scars, Birthmarks and More By Riley von Niessen | Published 2018-05-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/inyourownskin References: [allure](https://www.allure.com/story/missguided-campaign-flawed-skin) & [instagram](https://www.instagram.com/missguided/) 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](https://www.trendhunter.com/trends/we-belong-to-something-beautiful). 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](https://www.trendhunter.com/trends/authentic-skincare-campaign), 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](https://www.trendhunter.com/trends/it-feels-good-to-be-seen), including Mariana Mendes, Joanne Dion, Beth Brice, Isabella Fernandes, Polly Ellens, and Maya Spencer-Berkeley. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 94% | Activity: 95% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### 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. ## Related on Trend Hunter - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Empowering Scar-Focused Campaigns](https://www.trendhunter.com/trends/scar-stories1.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Wasp Perspective Beauty Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md)