Missguided was roundly applauded last month for showing its swimwear models' stretch marks, and now the high-street fashion retailer has gone a step further by launching a completely unretouched campaign – and it's going down a treat on social media.
The campaign, #MakeYourMark, stars nine barnstorming "babes of Missguided" – models, body-positive activists and bloggers – who were chosen to encourage women to "love themselves", embrace their "flaws" and reject what "the world perceives as perfection".
"Because f*ck perfection. It doesn't exist," the retailer's website reads. "We are making a pledge to never retouch our models' perfect 'imperfections' out." Among the women enlisted to preach the body-positive message are model Emily Bador, model and body positivity activist Felicity Hayward, designer, artist and model Jade Laurice, and Fatty Boom Tatty blogger Sam Rowswell.
"For the last two years with #SELFLOVEBRINGSBEAUTY I've been pushing the importance of SELF LOVE and understanding that FLAWS don't exist. Can't tell you how proud I am to be part of #MAKEYOURMARK with @Missguided," tweeted Hayward.
The ads are part of Missguided's larger campaign, Keep On Being You, which features a range of inspiring women, from model and social activist Munroe Bergdorf and the plus-size advocate and LGBT activist Enam Asiama, to Baddie Winkle, the 89-year-old fashion and internet personality and all-round badass.
ASOS was similarly applauded for showing its models' stretch marks on its site earlier this year, with customers hailing the move "a step in the right direction". Which big-name retailers will be next, we wonder?
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