Lingerie label shares powerful photo of model in wheelchair

New Zealand label Lonely Lingerie shared a beautiful campaign shot yesterday featuring a model in a wheelchair.

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With one look, it's easy to see why more than 11,000 people (and counting) love the photo: It's an image of pure joy.

The model is NZ-born Grace Stratton.

"My body is inadequate, by conventional standards, but the conventional standard is not relevant anymore," she writes alongside the photo.

"Most days I am scared; of falling, of failing and proving the strangers who doubt my capabilities right. But excited; I am that most days too.

"Excited by the future, excited by the community I have around me who accepts all of me, most of all excited about helping create a world where other people don't need to be scared."

Stratton has written a lot about about the need for more diversity – not just in fashion, but everywhere – and for stories about disability that don't just revolve around "inspo" or pity.

"Thank you to all the people who've helped me believe one 100% in the capabilities my body has, & most of all to my team of surgeons," Stratton wrote beside her own Instagram post of the lingerie shoot.

"Who continue to make my body the best it can be, without changing it."

It's a powerful statement.

Because celebrating a body, any body – and living in it, and pushing it to see what it can do – has nothing to do with wanting that body to be different.

The label is building a huge fan base for its visually stunning celebrations of all women.

Hundreds of Lonely's followers applauded the shot, including campaign photographer Harriet Were.

"Just wanted to capture the joy n confidence I felt from you in person," she wrote to Stratton in the comments. "I was lucky enough to experience that."

"Well done lonely lingerie for helping us all love our bodies," another commenter added.