Missguided Swimwear Models Stretch Marks Airbrushing

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More good news in body positivity as we learn that Missguided, one of the UK's biggest clothing retailers, has started refusing to airbrush out the stretch marks on its models. It says it's keen to show women as "real and authentic".

Understandably, after years of being sold clothes by models who look as if they've got smoother than smooth skin, women all over are pretty happy with the decision.

❤️❤️❤️ how @Missguided shows off their models stretch marks and cellulite pic.twitter.com/dZEOZUOyYB
— Anna Woodall (@annawoodallxx) November 5, 2017

@Missguided you freaking beauty! I cannot thank you enough for this. It's a step in the right direction! Look how stunning these women are - stretch marks or no stretch marks. #beauty #fashion #bodyimage pic.twitter.com/YIwPBvdmCT
— The Boldest Type (@TheBoldestType) November 8, 2017

How refreshing to actually see genuine un-edited photos of female models. Well done @Missguided I'm SO proud of the message this conveys x pic.twitter.com/EBedySfz6I
— marnie (@marniepolk) November 4, 2017

This makes me feel so much better, after seeing my stretch marks in a changing room mirror yesterday I nearly cried
— Sophie (@fairysneezes) November 5, 2017

yassss Missguided shoeing those stretch marks !! pic.twitter.com/NDENtel4gu
— kat☁️ (@httpristin) November 2, 2017

???? to @Missguided for not photoshopping her stretch marks pic.twitter.com/wRXgNucFys
— amiee (@aimjohnsonx) October 29, 2017

Originally noticed by Twitter user Marnie Polk, her tweet congratulating the company has now been liked nearly 19,000 times.

The move comes after ASOS stopped airbrushing its swimwear models back in June.

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However, although it is a step in the right direction in representing real women, it is worth remembering that things can always be pushed further. Especially when it comes to sizing.

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 ?
— Kirsty Fraser (@Kirstyfraser94) November 6, 2017

While the majority of Missguided's models are on the slimmer side, it is worth taking a look at its newest campaign, Keep On Being You, which features a number of incredible people, from model and social activist Munroe Bergdorf to plus-size advocate and LGBT activist Enam Asiama.

Meet @enamasiama, Babe of Missguided and plus size advocate proving that plus size is beautiful and that babes come in all different shapes and sizes and that's cool. Professionally, Enam is nailing it in the events world, and she's also an LGBT activist. Bow down for the ultimate boss lady ??⚡️ #KEEPONBEINGYOU #babesofmissguided

A post shared by MISSGUIDED (@missguided) on Nov 7, 2017 at 3:23am PST

Fingers crossed this is only the beginning. Which retailer is next?

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