When it comes to advertising, Lindex is doing it right!
The Swedish retailer has just launched their latest underwear campaign, but instead of hiring professional fashion models, they enlisted their own employees.
In the image, the women are wearing jeans and bras, so as to show off the line, and their hair and makeup is left natural. And though they may not be professional models, you'd never be able to tell; each woman looks absolutely stunning.
The women are also featured on the website and in an accompanying video, making the campaign a lot more personal than we're used to (which is awesome!). It's also nice to see models of different sizes (though, we admit it's not a huge range) in their products.
Lindex also used employees for their "proper fit" collection in 2014.
But they're not the first label to stray from norm. Last year, Dear Kate launched a campaign featuring female CEOs modelling their underwear, and American Eagle's lingerie offshoot, Aerie, decided to stop retouching their images.
It's always nice to see fashion brands adopt a more inclusive attitude! Because, if we've learned anything over the years, it's that fashion is for everyone, regardless of size, shape or colour.