Online retail giant Boohoo has released its latest campaign 'Bring Your Own Body', an inclusive denim guide with sizes ranging from 6 to 22.
While the campaign has a global release, Boohoo has enlisted two Australian influencers as part of the creative.
Boohoo, which clocked sales of £580 million last year, counts Australia within its top five global markets.
In line with this, Jaz Hand and Riley Hemson have been selected to front the latest campaign.
Boohoo country manager Madeline George said localisation is an important strategy.
‘We chose Jaz and Riley as they are great models and role models who represent diversity in sizes while promoting body positivity which is what boohoo is all about.
"They are also best friends which we just love as it was so much fun to shoot them together and also makes them relatable to our girl.
"We wanted our customers to feel like they were looking at pictures of themselves and their best friends while celebrating the beauty of all shapes and sizes.
"Our brand DNA is all about giving our customers strong confidence to shop into our extended size range at an affordable price, all while remaining on trend.
"Jaz and Riley also have a strong and engaged social media following across YouTube and Instagram which is an added bonus, meaning the campaign could be shared across multiple platforms, ensuring our Boohoo audience is reached."
'Bring Your Own Body' focusses on denim ranging from size 6-22 and features styles including skinny, mom, wide leg, boyfriend and split jeans.
Hand has her own activewear collection with Stax, while Hemson toured Australia and New Zealand with her 'Say It Sis' wellness workshops.
Boohoo.com is a UK-based online fashion retailer, aimed at 16–30 year olds. The business was founded in 2006.