Barry's Dani St James, 28, has featured in Missguided's new "inclusive and empowering" shapewear campaign.

The campaign, "However You Nude", strives to promote body confidence, equality, and tolerance. It sets itself the lofty task of redefining what the word "nude" means.

In a statement, Missguided founder and CEO Nitin Passi stated:

"Empowerment is at the heart of what we stand for and while we're proud of that, it has to be for everyone.

"This campaign powerfully says who we are and also shows what we aspire to be, not only opening a window into the breadth of what we offer but also now better covering the skin tones that match the diversity of our customers."

The new shapewear collection is modelled by ethnically and sexually diverse models in partnership with the charity Models of Diversity. When Dani St James was selected as one of them, she became one of the first trans people to feature in a Missguided campaign.

The LGBTQ+ activist started her trans journey at the age of 17 and then started on female hormones at the age of 18.

She first entered the national spotlight in 2018 when she featured on the Channel 4 programme First Dates and has since co-founded Not A Phase, a non-profit organisation that supports trans youth.

She says she is proud to be included in the campaign:

"When I was a kid, I didn't fully know who I was because I didn't ever see anyone like me reflected in the media, the idea that I might get to be that reflection for a young person now blows my mind.

"I'm so happy to be able to share this and to be the first trans+ person in a campaign for Missguided, a brand that have been nothing but uplifting, empowering and kind to me and my community over the last six months."