Stretch marks hit the mainstream

Men and women across the world have stretch marks. It comes with growing up and living in a body that is always changing. Now, leading retailer Missguided is embracing stretch marks with their new refusal to airbrush their models.

‘Hallelujah’, we hear you cry. Gone are the days of online bikini shopping wishing we had perky smooth bottoms like the models showcasing the leopard print cozzie you just added to your shopping cart.

With no announcement of their new approach, Missguided did what all retailers should do – let the natural beauty shine. It didn’t take long for customers to notice the more natural look with many praising the site.

Yes, it is true – even models have stretch marks. Living in a world that strives for perfection at all times, this is a simple step to show that all bodies are different and nobody is perfect.

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.”

With the fashion industry slowly acknowledging real, authentic bodies it brings a sense of empowerment to women and men everywhere. Go forth and rock the body you’re living in and do you. You’ve got one body and it’s fabulous, stretch marks and all.




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