photo: Heather Hazzan and Lily Cummings

Most often, when a group of attractive models are photographed standing around in their skivvies, they’re typically trying to push a product on you. 

Maybe it’s the underwear itself, or perfume, or some unnecessary item like cellulite cream that’s bound to make you feel worse about your thighs. 

But the All Woman Project isn’t that type of advertisement, as evidenced by the diverse bodies — cellulite and all — that make up the body-positive campaign.

photo: Heather Hazzan and Lily Cummings

Created by models Clementine Desseaux and Charli Howard, the All Woman Project (aka #IAmAllWoman) offers diverse role models to girls and women that the typical media is unfortunately lacking. 

“Our generation, we all grew up with no role models that looked like us at all,” Desseaux explained, “and our goal is to have the next generation growing up with a really diverse choice of role models and people to look up to, and never have the feeling that if they don’t look a certain way that they can’t make it.”

photo: Heather Hazzan and Lily Cummings

As beautiful as they are, both women have experienced body-bashing during their careers, with Howard most notably making waves in 2015 with an open letter after being dropped by her agency when they deemed her “too big” at a size 2-4. After joining the more-diverse Muse Management, Howard and Desseaux were introduced and everything from that moment seemed like destiny. 

“We both had ideas for ages about creating a diversity video, so when we met up it was almost like it was fate, I suppose,” Howard said. “We both were on the exact same page with how we wanted it to look, the kind of girls we wanted to use, the colors, the brands and everything.”

photo: Heather Hazzan and Lily Cummings

Knowing that two attractive white women is not the pinnacle of diversity, they tapped several other women of various shapes, sizes, and ethnicities, including androgynous model Elliott Sailors, plus-size model Denise Bidot, and Brazilian-born model Victoria Brito

Desseaux admits that tapping only models is not the be-all to body positivity, which is why they’ve extended their campaign to the general public. 

Starting September 12, Clementine and Charli will be launching a special #IAmAllWoman callout on the social channel clapit. They’re asking users to submit a gif of what makes them "all woman," and the most clapped entries will have a chance of being showcased on clapit's global feed. 

Their version is this campaign. What’s yours?

photo: Heather Hazzan and Lily Cummings