A WELSH LGBTQ+ advocate from Barry has featured in Missguided's new inclusive and empowering shapewear campaign.

Dani St James, 28, burst into the spotlight when she featured on the TV programme First Dates, but has since co-founded Not A Phase which is a non-profit organisation that supports trans youth.

She is originally from Barry and started her trans journey at the age of 17 and then started on female hormones at the age of 18.


Former Barry & District News editor makes Pride visit to 10 Downing Street

Barry Pride calls for town-wide support at inaugural event

Cardiff & Vale Health charity's Gareth Thomas art for Pride Cymru

Missguided’s campaign aims to redefine what the word nude stands for - whatever your shade.

Their new shapewear collection is modelled by diverse, empowering, and inclusive models in partnership with the charity, Models of Diversity.

Explaining the collection, founder of Models of Diversity, Angel said: “Many brands talk about change, few follow through.

“Misguided absolutely blew us away with their commitment to inclusion and diversity in this campaign.

“We were delighted that amongst their gorgeous and diverse cast they included seven very beautiful but very different models from MOD - the results are amazing.

“It is a pleasure to be associated with a brand so determined to be on the right side of change.”

Missguided founder and CEO Nitin Passi added: “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.”