We are producing imagery that will shatter social norms, and give women a new reality of self-confidence. The As|UR collection is designed to empower women with the possibility that they can be beautiful, just as they are, even with all fuzzy forearms they wish they never had, or whatever that is analogous to in every woman's life.
There is a community around the world that is standing up for a woman's right to have her body her way, hair or no hair, and not the way that society tells her it needs to be, and As|UR is one place that this community looks to. This is a community from every corner of the planet that transcends political, racial, generational and religious boundaries. To this end we seek out models of self-confidence from all around the world.
It is time to be confident about our bodies, as they are - and tell the world our bodies are perfectly normal, and perfectly welcome. Our Visual Project celebrates would-be flaws in a light of beauty as we seek to generate imagery with models who embody confidence in natural, normal, beautiful features that are not found in traditional commercial imagery. Through each photoshoot, we actively change the self-perception of our subjects, and those around them.