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UK-based apparel company Missguided is on a mission to change beauty standards with its powerful marketing campaign that proves every person is a badass, beautiful human being.

The fashion house has released a fresh series of advertisements, which feature six rad women, all of whom have some kind of defining characteristic on their body — from scars to birthmarks to burns and even rare skin conditions like Epidermolysis Bullosa (EB) — which isn’t often considered “normal” or “beautiful” by most mainstream fashion companies.

And ya know what? Every single one of the young women photographed in this campaign looks ridiculously gorgeous, not to mention powerful and oozing with confidence.

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“We teamed up with a group of babes celebrating what the industry perceived as ‘flaws.’ Because f*ck perfection, it doesn’t exist,” the brand explained in one Instagram post.

The series is a part of Missguided’s #KeepOnBeingYou and #inyourownskin hashtag campaign that encourages humans of all shapes, colours and sizes to not only embrace, but fall in love (and stay in love) with their body, and ditch the qualms for good.

Isabella Fernandes, a 19-year-old model in the campaign, was in a house fire two years ago and was left with burns all over her body. Today, the college student sees that life-changing event as a positive and a way to move a message of inclusivity forward.

“I’m proud that I’m able to show my body when I want to and on my terms,” Fernandes wrote on Instagram.

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Another of the campaign stars, Beth Brice, who has psoriasis, was hand picked for the campaign while walking down the street in Manchester, England — she’d never modelled a day in her life, though you wouldn’t know it from the final shots.

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“Stop being frustrated with yourself, accept yourself and embrace yourself. At the end of the day, no one cares and we’re all here for the same reason,” she told Missguided.

This isn’t the first time that Missguided has taken it upon itself to single-handedly redefine beauty norms. Several months back, the brand replaced its standard store mannequins with ones that had various differences in appearance from common things like freckles to more rare conditions like vitiligo.

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Most people have some physical aspect or trait they wish they could change about themselves. But as the cultural landscape shifts (marketing included), hopefully more people will begin to adjust their attitudes and see their imperfect bodies for what they really are: beautiful.