Retailer, Missguided has been applauded for not airbrushing the stretchmarks from its models.
Missguided features a number of models on its website with stretchmarks on their hips, thighs, chest and bums.
The clothing retailer has said it feels a ‘sense of social responsibility’ in showing women as ‘real and authentic’.
Customers have taken to social media to praise the company. One Twitter user wrote, “How refreshing to actually see genuine un-edited photos of female models.”
Another tweeted, “When Missguided are leaps & bounds ahead of other clothing brands. No airbrushing, no stereotypes, REAL women [sic].”
One woman applauded the company saying, “Just noticed that Missguided have stopped erasing stretch marks on there models and I think that’s just fantastic [sic].”
Most women and men get stretchmarks at some point in there lives. Stretchmarks are narrow streaks or lines that occur on the surface of the skin. Although they often begin as red or purple, they gradually fade to a silvery-white colour.
They occur anywhere that the skin is stretched, but they usually affect areas where fat is stored such as the stomach and thighs.
Speaking about their decision to use un-edited photos, Samantha Helligso, head of brand at Missguided said, “As a brand, we feel we have a strong sense of social responsibility to support young women and inspire confidence.”
“So we’re on a mission to do just that by showing our audience it’s ok to be yourself, embrace your ‘flaws’, celebrate individuality, and not strive for what the world perceives as perfection.”
“Because basically, it doesn’t exist.”
“By showing imagery that’s real and authentic, we want to show its more than ok to be yourself.”
“All of you have is what you’ve got, so own it every day.”