Neon Moon has released a series of images featuring models with cellulite, stretch marks, acne and body hair in un-retouched photos. The company hopes to promote a positive body image. Founder Hayat Rachi said she found it difficult to find a lingerie brand that shared the same ethos as herself: empowerment, body-confidence and the non-objectification of women. Rachi wants girls and young women to reject the view that they have to be one size, one colour, or have one look. Neon Moon was launched with the support of the Prince's Trust. #NeonMoonGirl is used for all those who wish to support the campaign.