Earlier this year, model BFFs and body positive activists Georgia Gibbs and Kate Wasley went viral for the second time after landing a coveted spot in the swimsuit edition of Sports Illustrated magazine.
And it seems the 2017 push for diversity is not over yet as Missguided has just revealed its most inclusive campaign yet.
Last month, images from the brand’s website started trending online after an eagle-eyed Twitter user noticed it was no longer airbrushing out its models’ stretch marks. And now the retail giant has responded by publicly declaring that it will no longer retouch its stars’ ‘perfect “imperfections”’.
‘As part of our new #KeepOnBeingYou movement we’re on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection,’ the brand stated on its website.
‘Because f*ck perfection, it doesn’t exist. We are making a pledge to never retouch our models’ perfect “imperfections” out.’
In true Missguided style, the company has also taken to social media with attention grabbing images and catchy hashtags, as well as a series of YouTube videos introducing the latest Babes of Missguided.
The MakeYourMark hashtag has been met with widespread enthusiasm online with the brand’s followers fully getting behind its message of authenticity.
With social media commentators now calling on other labels to follow suit, it seems unfiltered depictions of reality could well be the norm for 2018.
Literally in LOVE with this campaign by @Missguided We all come in different shapes and sizes and it’s so nice to see a big brand like this moving forward! Hopefully more will follow! #MAKEYOURMARK (Someone give me a faux fur coat and some beautiful underwear- I wana join in!) pic.twitter.com/Ib4kCEX7KI
— Ellena-Poxyy (@EllenaLecia) December 14, 2017
— Kim Teresa (@KimTeresaBeauty) December 14, 2017
— C O U R T N E Y (@crtnygrdnr) December 12, 2017