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Missguided is being accused of airbrushing IN its models' stretch marks


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Fans are praising fashion retailer Missguided for not airbrushing out their models stretch marks - but some cynics say the brand has actually photoshopped them in as a marketing ploy.


The U.K. based clothing brand, which is mainly popular with young women in their teens and early 20s, is being applauded for their empowering, body-positive move of showing “real and authentic” women on its website.

It comes after ASOS also stopped air brushing out stretch marks on its models earlier this year.

Shoppers have been taking to social media to share their delight at spotting the unretouched models while browsing

Some people are dubious about the appearance of the stretch marks though, saying they look “exaggerated” and suggesting they may have been photoshopped as the brand wants to “seem inclusive”.

One Twitter user told Missguided to “stop trying to force fake feminist motives” while another accused them of using the inclusion of stretch marks as a “marketing technique".

Missguided's head of brand, Samantha Helligso, shot down accusations of digital enhancement.

Helligso told Revelist: “All accusations that we have photo-shopped on stretch marks are entirely untrue. Our aim is to inspire body positivity, so our policy is to not photoshop out what are generally perceived as 'flaws'.”

Meanwhile, one Missguided model, Amanda, has confirmed the stretch marks in her photos are in fact real and said how she is "happy that such a well-known brand decided to keep them there" rather than edit them out. 

Twitter user @aislingbyrne_ has also defended the accusations by pointing out that people of any clothing size can get stretch marks. 


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