An ad campaign for razors that prominently features women's body hair is being celebrated for its progressiveness and its break with tradition.
US-based company Billie has released an ad campaign that shows women shaving, combing, blow-drying and flaunting their body hair, including pubic hair.
It's a point of difference to most razor adverts in the industry, which have historically shown already hairless women shaving off non-existent body hair.
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As well as showing women shaving, the campaign also sends a message that shaving is a women's choice.
Billie says it's the first time in decades that a razor ad campaign has shown women with actual body hair.
Billie co-founder Georgina Gooley told The Guardian: "Only showing smooth, hairless legs seemed like an archaic way of representing women. We have always said shaving is a choice. It's your hair and no one should tell you what to do with it. We're excited to launch a campaign that will help normalise body hair and change the one-dimensional way in which women are portrayed."
The company has also put a billboard up in New York's Time Square, saying: "We were tired of everyone pretending women didn't have body hair, so we put it on the biggest screen we could find."
On Instagram there are hundreds of comments on Billie's campaign images, with women welcoming the campaign.
"I always noticed how women in ads shave hairless skin and found it so strange. So happy to see this," said one commenter.
"I'm a body hair positive advocate and love what you're doing! I haven't shaved in 4.5 years but I'm so glad you're representing women honestly," said another.
The campaign is promoting Billie's subscription razor service, which is currently only available in the US.