But this isn’t an Instagram tag for those lingerie selfies, instead this campaign is all about celebrating those great qualities that help to make us all more attractive. For Joan Smalls, sexy is self-confidence and a sense of humour – being rude on the other hand, is a complete turn-off. And who wouldn’t agree?
Sexy is a personal preference and can be anything from your attitude to your favourite piece of clothing. And according to Zalando, sexy even includes workouts and baking… who knew?