While we may be used to models promoting lingerie looking nearer to the Victoria’s Secret angels than your average women in the street, one local lingerie company has set out to change all that, showcasing models of all shapes, sizes and ethnicities in their latest campaign.

Local lingerie brand Piccinino Lingerie is carrying the baton forward for body confidence with a new campaign promoting self-love.

Director Matthew Piccinino explains that the campaign was created to spread the idea of self-love, maintaining, “it’s so much easier to achieve self-love when you see yourself in the women on magazines and social media” – and we couldn’t agree more!

“We want to pass the message that every woman is perfect no matter the size, height, weight, skin colour, ethnicity etc,” he continues, adding that the hashtags chosen for this campaign, which include #perfectfigure, #youdoyou and #selflove, reflect that goal.

Cheers to you, Piccinino – the women of Malta (and beyond, we’re sure) salute you!