Missguided win praise for using models with stretchmarks

'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'

Popular online fashion retailer Missguided has received praise for its refusal to airbrush out models’ stretchmarks.

Like most women, several of the models on the website have visible marks from where their bodies have grown.

The pictures were uploaded to Missguided - which has annual sales of more than £200m - without an announcement, but it wasn’t long before customers noticed the difference.

(Missguided (Missguided)

On the whole, the shots have been well received, with many people praising the fashion brand for showing what women’s bodies really look like.

(Missguided (Missguided)

For many customers, seeing that yes, even models have stretchmarks is a long overdue reminder that they are completely normal and nothing to be ashamed of.

Lots of women have praised Missguided for the move, with the shots being described as “beautiful.”

However some believe the company hasn’t gone far enough to promote body positivity as the models used are all of a similar size.

But the brand says they feel strongly about promoting “real” women.

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.

“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.”