Kim Kardashian’s KKW Body Fragrance often makes waves. The reality star-turned-beauty-mogul once molded the perfume’s packaging to her own naked body—much to the fascination of fans and consumers alike. But Kim is taking a different, more body-inclusive approach to the current round of KKW Body promotions for KKW Body II and III: She’s posting nude photos of models of all races and body types to her Instagram feed, and we’re loving it.
The inclusive photos include curves, belly rolls, and stretch marks—aka they feature real women.
In an interview with Refinery29, she explained her decision to pivot the focus of the campaign to a diverse group of women instead of solely on herself.
She also shared that not all models in the campaign are professionals, and she picked women who were comfortable and excited to participate. Overall, Kim just wanted everyone to be able to relate to her brand.
Kudos to Kim for using her massive platform to promote body inclusivity. The KKW Body II and III fragrances will be available online today at 3 p.m. ET/12 p.m. PT for $60 a pop.