In an era of hyper-photoshopped models, blemish-free image filters and perfect Instagram feeds, there is an increasing pressure to be perfect in life (or at least on social media) if you care. It’s refreshing then that a fashion brand has decided to take a step towards changing the perception of what’s beautiful, especially when the industry is probably the biggest culprit when it comes to impossible standards of beauty.

For its autumn/winter 2017 campaign, Diesel is all about embracing your flaws. Whether they be physical flaws or habitual (is excessive shopping really a flaw?), the campaign focuses on “going with the flaw” because perfection and conformity is dull. Why strive to be part of a uniformed template when one can be uniquely individual?

“I was fifteen years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far”, says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd, and it’s more real.”

To reiterate the point, Diesel has tasked French director François Rousselet with the cinematic treatment for the campaign. The short film features a cast of striking personalities with unconventional attributes overcoming the uncomfortable in their lives by embracing them. And in the end, rise above it all. Add to that the arresting vocals of Edith Piaf singing “Non, je ne regrette rien”, which translates to “No, I never regret anything” – it’s quite a moving tribute to the underdog.

Diesel Artistic Director Nicola Formichetti says it best, “Being unique is much more beautiful than being perfect. Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”

After all, there hardly is anything to be regretful about if you stop comparing and start being your best self.

The Diesel AW17 collection is in stores now. Browse through the gallery above for some product highlights.