One of Britain’s biggest internet clothing retailers has become one of the first to refuse to airbrush out stretch marks.
Missguided, which has annual sales of more than £200m, says it is keen to show women as ‘real and authentic’.
Several models on the site have the marks – fine lines caused by rapid growth – on their busts and bums.
Others modelling swimwear have silvery streaks clearly visible on their hips and thighs.
Customers have praised the company for the radical move, which has been hailed as ‘beautiful’.
The photos were added to the site quietly and without fanfare, but shoppers were quick to notice the change.
Most said it was great to see models also have ‘flaws’ – just like normal women.
Missguided, one of Britain’s biggest internet clothing retailers, has become one of the first to refuse to airbrush out stretch marks
Marnie Polk’s tweet praising Missguided has been liked more than 18,000 times on Twitter
Marnie Polk shared an image of a model with the visible stretch marks on Twitter, with the caption: ‘How refreshing to actually see genuine unedited photos of female models. Well done @Missguided I’m SO proud of the message this conveys.’
Her tweet has now been liked over 18,000 times with 2,800 retweets.
Marnie added: ‘I’m much more likely to buy from a site that promotes un-edited images because they are relatable, they make me feel normal and confident.’
Twitter user Jazz Harper also shared some photos of bikini models from the Missguided website with the caption: ‘So much respect for Missguided having their models show off their stretch marks.’
The photos show the models posing in bikinis with stretch marks clearly visible on their bottoms
Most women, and many men, have some sort of stretch mark, usually caused by the tearing of the dermis during puberty, rapid weight change, or pregnancy
The photos show the models posing in bikinis with stretch marks clearly visible on their bottoms.
Other users also praised the clothing retailer.
Sophie Vernon wrote: ‘This makes me feel so much better, after seeing my stretch marks in a changing room mirror yesterday I nearly cried.’
Estelle Sarah said: ‘They’re normal girls! Like me!’
Whilst Sav Pellegrino commented: ‘Just saw a Missguided pic in which they didn’t edit the model’s stretch marks out and that’s beautiful.’
Customers were delighted to see ‘normal’ girls they can related to modelling Missguided clothing
A model with stretchmarks on her breasts sporting a red velvet dress
Not everyone online was convinced, however, with Zöe Jamieson taking to Twitter to write: ‘If I wanted to see clothes looking bad, I’d order them and look in the mirror. I want a model to look better than me.’
Kirsty Fraser was also unimpressed, and said: ‘Hey Missguided, if you’re going to use models with stretch marks can you not also use a variety of sizes? We aren’t all a size 8.’
Most women, and many men, have some sort of stretch mark, usually caused by the tearing of the dermis during puberty, rapid weight change, or pregnancy.
Even celebrities are affected, with Katie Holmes, Kate Beckinsale, Scarlett Johansson, Kate Winslet and Angelina Jolie all admitting to having them.
The retailer quietly added the photos to its website, but fans were quick to notice
Some shoppers, however, weren’t impressed and said they would prefer to see models looking perfect
Even supermodel Cindy Crawford got them during her pregnancy.
Earlier this year, Missguided featured Nelly London, a blogger who has stretch marks on her hips in a ‘Babes of Missguided’ section on its website.
Missguided are not the only ones jumping on the body positivity bandwagon.
Earlier this year, ASOS were also praised for making a concerted effort to feature a range of different body types.
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.
Missguided have joined the body positive movement by refusing to airbrush out stretchmarks on models
The photos are part of Missguided’s ‘strong sense of social responsibility’ to promote a positive body image
Missguided hopes its new stance will help customers embrace individuality and love their ‘flaws’
‘So we’re on a mission to do just that by showing our audience it’s okay 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 okay to be yourself. All you have is what you’ve got, so own it every day.’
The use of digital editing to enhance a model’s appearance has been around since the late 80s, and is a topic of controversy.
Missguided and other retailers such as Asos are trying to fight back against unrealistic beauty standards
The unrealistic standards set by such pictures has long been argued to make men and women feel insecure about their appearances.
Brands have been caught using digital enhancing techniques to fix teeth, remove blemishes and make models look skinnier and in some cases, whiter.
Since it was launched in Manchester in 2009 by Nitin Passi, Missguided has seen incredible growth.
Sales for the financial year ending in March this year were £206m and it has now expanded into the US, Australia, France and Germany.