The fashion business, media, even us – we are continuously presenting the beautified version of a person. We are in this vicious circle of perfect, outstanding, stunning looks. And in the end, it doesn’t help us to feel great. So for a little experiment, a clothing brand D.EFECT decided to put models in the spotlight and ask simple question – what imperfections do they have?

This is the result:

https://www.youtube.com/watch?v=-JnyUvQYoLE

The video might provoke a reaction “oh, but they are still beautiful” or even “how dare they complain”. But it says a lot about the state we’re in, if even the girls who we consider to be the reason why women constantly feel insecure about themselves, can’t stop listing their imperfections. They do not feel like models in ads at all. Because no one does.

And that is the whole point of the campaign, which states that you are beautiful precisely because you are imperfect. Difference is the source of the beauty, not the pre-supposed media standard.

D.EFECT hopes that is a tiny drop of comfort for all us, even if for a few minutes (or days!) and a kind reminder that the beautiful is never regular.