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Neon Moon’s new lingerie ad celebrates all of our ‘flaws’

British designer Hayat Rachi doesn’t want her lingerie to be sexy. Her lingerie line is about self-expression and body positivity, not sexual objectification.

Rachi launched Neon Moon after a successful Kickstarter campaign in 2015, and now she’s released a new ad campaign in time for Valentine’s Day. Unlike other contrived campaigns that feel disingenuous, the #NeonMoonCelebrateYou ad is a refreshing celebration of all body types — including women with stretch marks, self-harm scars and body hair.

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“I am not defined by my scars,” says one woman in the video, “My scars are part of me and I love them.”

“My weight doesn’t define my self-worth,” added another, “I’m not living up to anyone’s expectations except my own.”

And Neon Moon never Photoshops or enhances photos to brush away imperfections, because there are no imperfections.

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“When stretch marks, body hair, cellulite, scars, freckles and acne would usually be retouched away, Neon Moon embraces it,” says Rachi, “I designed every piece of lingerie so a person’s body creates the shape of the bra and brief, and not the other way around. Neon Moon is inspiring everyone to love the body they have.”

Though the line isn’t trying to be sexy, these women totally are sexy because of the confidence they exude. The bright underthings just enhance the natural beauty.

More: New lingerie ad is sexier than any Victoria’s Secret catalog

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