There’s about to be a new normal in lingerie brands: realistic bodies.

In a similar vein to Lane Bryant’s new #ImNoAngel campaign for their plus-size lingerie line, the U.K. brand Curvy Kate came out with an “Every Body Is Beautiful” campaign. Curvy Kate is taking a direct knock at Victoria’s Secret’s and “The Perfect Body” ad, which drew controversy last year with its depiction of only one type of skinny, tall, long-haired model as “The Perfect Body.”

Instead of professional lingerie models, Curvy Kate held an “open to all” call for models; as reports, over 1,000 women from Australia, America and the U.K. entered. According to contest rules, all entrants had to be “D plus or above, naturally curvy, charasmatic and confident, and [have] no experience necessary.” The contest is now down to 10 finalists, most of whom have no prior modelling experience. Together, they posed the above photo with “The Perfect Body,” Victoria Secret’s tag line, written across it.

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Voters now have until April 9 to select the winner, who will star in the upcoming catologue, win a year’s worth of lingerie, cash prizes, and a Mediterranean vacation. Plus, they’ll be the face of body-positive change. Not a bad gig!

Curvy Kate
Curvy Kate

These are the 10 final ladies shown above. Vote for your favorite Star In a Bra until April 9!

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