Olivia Bahou
Nov 09, 2017 @ 11:30 am

Missguided is getting major praise for its latest body-positive move. The U.K. brand has stopped airbrushing out its models’ stretch marks, and it’s garnering major praise from fans.

The company rolled out the changes recently on its website, showing lingerie, swimwear, and bodysuit models with visible stretch marks, uneven skin tones, body hair, and moles.

Courtesy 
available at Missguided | $38 SHOP NOW

“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 ourself, embrace your ‘flaws,’ celebrate individuality, and not strive for what the world perceives as perfection. Because basically, it doesn’t exist,” Samantha Helligsø, Missguided's head of brand, said in a statement.

Courtesy
available at Missguided | $26 SHOP NOW

“By showing imagery that’s real and authentic, we want to show it’s more than okay to be yourself. All you have is what you’ve got, so own it every day.”

missguided/Instagram
available at Missguided | $21 SHOP NOW

Customers soon noticed the difference and many cheered on the brand for showing an accurate description of what women’s bodies really look like.

Courtesy
| $14 SHOP NOW

RELATED: The Missguided x Carli Bybel Collab Just Dropped, and It's Already Selling Out

“How refreshing to actually see genuine un-edited photos of female models,” one Twitter user wrote. “Well done @Missguided I’m SO proud of the message this conveys.”

 

We’re all for it.

You May Like