Fuller bust brand Curvy Kate is challenging social norms with what could be the world’s most inclusive lingerie campaign to date.

The label has enlisted a range of women of different sizes and backgrounds to model the latest collection for its boudoir line, Scantilly by Curvy Kate.

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The campaign, named #theNewSexy, introduces eight female role models, including a woman with alopecia, a transgender woman, an amputee and a recovering anorexic.

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The fashion industry has come under scrutiny in recent years due to the lack of diversity promoted in advertisements.

A recent report by The Fashion Spot stated that out of 422 models involved in the largest Spring Summer 2016 campaigns, only 21.8% were of colour, 1.4% were above a size 12 and zero transgender models was used.

Scantilly hopes that its continued use of customer role models will hail a new era for diversity in the fashion industry.

Recovering anorexic and body positive activist, Megan Crabbe, who starred in the campaign said: “Modelling for Scantilly after beating years of body insecurities was personally empowering and so much fun. This campaign shows anyone with body image issues that we are ALL worthy of confidence, all sizes, all skin colours, all abilities. It’s exactly the kind of diverse representation we need to help us all see our unique beauty a bit more clearly.”

Curvy Kate head of PR and Marketing, Hannah Isichei commented: “It’s important for us as a brand to speak to as many women as possible through our campaigns. 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 want women to look at our products and see them on a body they can relate to. Scantilly lingerie is for every woman and every body, so it’s important that our models reflect this attitude.”