A project on Instagram to highlight ordinary women and their imperfections has transformed into a modeling agency that aims to redefine notions of beauty in Italy.

The L’Imperfetta (Imperfect) modeling agency, started in 2020 by Carlotta Giancane, has a casting book full of models who defy the industry’s pre-established standards of beauty.

They are of all sizes and ages, spanning the gender spectrum, some with disabilities or medical conditions like alopecia or vitiligo, visible scarring or who have lost limbs.

Such agencies have existed elsewhere in Europe and the US. This is the first in Italy though.

Sonia Sparta is one of the models. A 28-year-old from Sicily, she has heard adults whisper to children that she was from the circus when they saw the dark spots on her face and body, the result of a form of hyperpigmentation.

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While she once tried to conceal her condition, she now is conscious of her beauty.

“I changed things so that my weakness, or how I perceived a weakness, became my source of strength, my distinctiveness.” she said.

During a recent photo shoot in Rome, models of all shapes posed in underwear, wrapped in sheer organza.

“I feel like a revolutionary because I realise that around me all this did not exist before L’Imperfetta,” Giancane said. “It feels like a revolution, a battle to fight hard, because there are so many difficulties.”

L’Imperfetta counts more than 140 models. According to Giancane, they are both in Italy and abroad, but the agency is focused in Italy because that is where it wants to change things.

Claudia La Rosa who has a Nevus of Ota (a form of dermal melanocytosis) is one of the models featured by