Fashion


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The latest fashion brand to ditch the all-over airbrushing of its models is UK brand Missguided, who rolled out the changes on its site recently.

Perhaps the biggest difference comes from the fact that some of the models have visible stretch marks in traditionally “picture-perfect” sections like swimwear and bodysuits. Instead of perfectly smooth tan skin, which has long been airbrushed in, many of the Missguided models in product shots have seemingly kept their natural skin variations:

Missguided

missguided uk

Missguided

In addition to stretch marks, other skin variation like arm hair, moles, and what I can best describe as “boob creasing” have also been left in, like in this swimwear shot:

missguided uk

Missguided

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It’s a move that shoppers have noticed, and gone to applaud on social media:

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In a statement, the company’s head of brand Samantha Helligsø shared:

“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 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 it’s more than okay to be yourself. All you have is what you’ve got, so own it every day.”



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