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 Missguided.co.uk.
— Maeve Brigid (@MaeveyBurke) 10 November 2017
Missguided not photoshopping the stretch marks on their models makes me feel that little bit better about mine— Charlotte Dean (@charlottedean96) 12 November 2017
— marnie (@marniepolk) 4 November 2017
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”.
Love that missguided don't air brush the models stretch marks. Respect x— Jess Feltham (@jessicafeltham) 22 October 2017
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missguided models stretch marks literally looked photoshopped on, i swear?!!— ames (@amesmccann_) 8 November 2017
@Missguided I’m sorry, I don’t understand how this brand keeps denying that they’ve photoshopped stretch marks onto this model, but from these two images you can clearly see the marks aren’t the same! If you’re trying to show natural beauty, don’t photoshop it in. pic.twitter.com/nxRyynKQc9— no (@wegmells1) 11 November 2017
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.
Due to constant weight loss/gain my body is covered in stretch marks and is something I feel conscious about. The fact that @Missguided is photoshopping them on models as a marketing technique makes me feel sick.— Alejandra Perez (@malejandrapr) 11 November 2017
Missguided left a model’s strectchmarks on her bum untouched in a photo & now people are coming for them saying they’re “fake, edited into the pic” cause she “has a small bum”? Girls with small bums & thighs DO get stretch marks too. Can’t win with these idiots— A (@aislingbyrne_) 8 November 2017