Now this is the type of lingerie ad we like to see! British lingerie brand Curvy Kate, which carries bras in cup sizes D through K, has released a beautiful campaign called #TheNewSexy starring cis and trans women of different ages, sizes and abilities.


Curvy Kate’s eight campaign models include Taylor Crisp, a model who is also an amputee; Stephania Van Cluysen, a model who is trans; Therese Hansson, a curvy model who has alopecia; Megan Jayne Crabbe, a body positive activist and eating disorder survivor; curvy model Lotte Williams; beauty blogger Joanne Larby; YouTuber Grace Victory; and plus-size fashion blogger Georgina Horne.

Each woman also gave an in depth interview about body positivity as part of the campaign.

gallery-1467914778-scantilly-diversity-shoot-effie-2Stephania van Cluysen

“Everybody has the right to feel OK with themselves and if the media show a wide range of women, you know different races, heights, sizes, ages, and abilities, then the girls looking at the models in the magazines and wishing to be them will feel way more at ease with who they are. If they see someone who looks like them, they may be less likely to want to change,” said Stephania Van Cluysen.

"It's important for us as a brand to speak to as many women as possible through our campaigns," Chantelle Crabb, Curvy Kate's public relations and marketing executive, told Mic. "We know our customers don't all look the same so why should our models? Why should boudoir lingerie just be reserved for a handful of society?"

We love this campaign and hope to see more fashion brands follow suit! See more photos below:

gallery-1467914192-taylor-diversity-shootTaylor Crispgallery-1467915109-scantilly-diversity-shoot-megan-1Megan Jayne Crabbegallery-1467916011-scantilly-diversity-shoot-joanne-1Joanne Larbygallery-1467916537-scantilly-diversity-shoot-gracie-1Grace Victory


gallery-1467915513-tereseTherese Hanssongallery-1467915878-scantilly-diversity-shoot-georgina-2Georgina Horne

13606598 10153531742166783 3999615132642735082 n Lotte Williams

gallery 1467914436 scantilly diversity shoot effie 1Stephania van Cluysen

Photos via Curvy Kate

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Erika W. Smith is BUST's digital editorial director. You can follow her on Twitter and Instagram @erikawynn and email her at

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