Too much premium has been placed on the colour of our skin and it is affecting the self esteem of many individuals. In many cases, the colour of someone's skin has subjected them to one form of discrimination or the other, including death in some cases. We launched this campaign in order to underscore that there is great pride and dignity in the colour of our skin - no matter what it is. We want to shatter the notion that any skin colour can hold a disadvantage.

With our campaign, we featured individuals with three skin colour types: black, light, and no colour (i.e. albinism). Each one of our models have had unique experiences in relation to their skin colour and they shared a bit of this in our video.

Take a look at our photo collection below, promoting the beauty and dignity in skin diversity. All photos were taken at Irene Farm, Pretoria (South Africa) by Adebayo Okeowo and the models include: Vanessa Akibate, Sechaba Motaung and Natasha Manamela

Here is what you need to know about how we get our skin colours:

According to Medicine Plus: "Your skin gets its color from a pigment called melanin. If your body makes too much melanin, your skin gets darker. If your body makes too little melanin, your skin gets lighter... Albinism is a genetic condition affecting a person's skin. A person with albinism may have no color, lighter than normal skin color, or patchy missing skin color."

Watch this video created for the #WearItWithPride campaign:

Join our campaign by spreading the word using the hashtag #WearItWithPride. We will also love to hear from you, so please do get in touch:

No one may be discrimated against on the basis of their colour

- Article 2 of the UDHR, ICCPR & ICESCR