Coco de Mer and Waris Dirie tackle FGM with new campaign

Coco de Mer is fighting female genital mutilation with the help of supermodel and activist Waris Dirie.

The luxury lingerie label has unveiled the latest campaign for its ‘Icons' collection, which was shot by the photographer Rankin and sees the Somalian model Dirie modelling the underwear with a flower tucked into her hair. An accompanying video sees the star, who became a UN Special Ambassador in 1997, speak to the camera about the issue, before being joined by a cast of men, women and children carrying anti-FGM placards.

Dirie, who was subjected to FGM as a child, established the Desert Flower Foundation to raise awareness of the practice in 2002. The proceeds from the Coco de Mer Icons collection will be directed to the organization, which aims to eliminate the practice worldwide.

Dirie is campaigning for 10 million signatures on an anti-FGM petition she hopes to present to the UN, driving discussion about the practice amongst global political parties and the media.