At the Ana Ono Intimates show, 16 models proudly showed off their mastectomy scars as they made their way down the catwalk.
The label's creative director Dana Donofree is a breast cancer survivor herself, and all proceeds from her show have gone to Cancerland - a non-profit foundation which seeks to support women battling the disease.
"We want to show that whether you have been diagnosed with breast cancer or have a genetic marker, have breasts or have none, have visible scarring or even tattoos in place of nipples, it doesn't matter. You are still empowered, strong and sexy!" said Donofree, as reported by People Magazine.
The models ranged in age, with the youngest being just 18-years-old. (ANI)