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Dublin: 4 °C Friday 19 January, 2018
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Missguided will no longer airbrush their models who have stretch marks

It’s about time.

DURING THE SUMMER, clothing retailer ASOS were applauded when they stopped airbrushing their models.

They received plenty of praise for the move on social media, with people still noticing it as they shop online months later. On top of that, they added both male and female models who have body-types that we don’t typically see while we’re shopping.

PastedImage-20354 Source: Holy Bat Girl/Twitter

Such an easy thing to do, and it really makes people feel better when they’re shopping than the “This model is wearing an XS and its 5’9″ tall.” that we’re used to seeing under ‘product info’. It helps many more people who are attempting to visualise what clothes will look like on their body type.

Missguided have followed suit and will no longer cover up stretch marks on their models.

PastedImage-85085 Source: Missguided/Instagram

Models will now retain their natural appearance with arm hair, moles, uneven pigmentation and of course, stretch marks.

missguided-2-1510191298 Source: Missguided

Once again, customers have immediately noticed and are pleased to see more realistic photographs of models.

One Twitter user wrote “This makes me feel so much better. After seeing my stretch marks in a changing room mirror yesterday, I nearly cried.”

People are finally realising that the standards they’ve been aspiring to actually don’t exist. The fact that something as simple as models having stretch marks comes as such a huge surprise really shows how inaccurately media has been portraying women’s bodies for a long time.

Missguided’s head of brand commented on the move:

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.

She admitted that the ideas and standards people aspire to are genuinely unattainable.

Embrace your flaws, celebrate individuality, [don't] strive for what the world perceives as perfection, because basically, it doesn’t exist.

Missguided recently launched a campaign called #KEEPONBEINGYOU, featuring X Factor’s Sean Miley Moore.

The entire thing is a pretty small gesture in the grand scheme of things (and should have been done by all major clothing retailers a long time ago) but at least their practices are now more consistent with what they’re attempting to promote.

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