This might just be the most inclusive lingerie campaign ever.
An alopcecia sufferer, a transgender woman, an amputee, and a recovered anorexic are among the models celebrating #TheNewSexy for lingerie label Curvy Kate.
The company hopes to challenge social norms, saying: "We know our customers don't all look the same so why should our models?"
Since it started in the UK in 2009, the fuller bust brand has never used a professional model, instead selecting the women by looking to their customers on social media.
Taylor Crisp from Leicester was born with a rare condition called Femur fibula ulna (FFU) syndrome, which is characterised by abnormalities in the bones that make up the leg.
She had to have her right leg amputated when she was 11, and is unable to walk without crutches.
Taylor hopes that the Scantilly campaign will help women of all shapes, backgrounds and sizes to be represented in the media.
"I’ve seen lots more disabled people being included recently [and] I think they’re on the way to something beautiful but they’re not quite there yet. Hopefully they will soon get there,” Crisp, 21, told Curvy Kate.
"There shouldn't be a certain way to look. All the models they use at the minute look the same and everyone should have someone to relate to."
Stephania Van Cluysen, from Belgium, also 21, was assigned male gender at birth, but now lives her life as a woman after undergoing gender reassignment surgery in 2015.
Stephania, or Effie, took part in the shoot to help redefine how society views the word 'sexy'.
"Not everyone should look the same - if they did there wouldn't be a sexy," Effie said. "There is more diversity than there was previously but there needs to be more."
Therese Hansson from Sweden who suffers from alopecia was determined that having no hair wouldn't hold her back.
“People who have alopecia tend to hide it by wearing wigs, but we need to embrace it, so other people understand and accept it,” the 25 year old said.
“It is a difficult disease because I could get my hair back tomorrow but I could easily lose it all again next week.
“That’s why I need to make sure I’m happy with who I am regardless of whether I have hair or not.”
Recovered anorexic Megan Jayne Crabbe, 23, proves that her body demons are behind her as she poses in the lingerie campaign.
Megan suffered with anorexia nervosa from the age of 14, but now encourages her social media followers to be happy with their bodies by posting bikini and 'belly roll' photos of herself.
"I think we learn how to view ourselves through the eyes of the media and we judge ourselves against everything we see and that’s why so many people think they have to match to up to this unrealistic and often photoshopped standard and the easiest way we can accept ourselves is by seeing a body like ours out there," she said.
"That’s why this campaign is so needed and it's revolutionary really.”