MANCHESTER based online clothing shop Missguided are challenging the status quo with their new campaign. 

From Victoria’s Secret models to Vogue; the majority of photographed woman are seen to be extremely slim with perfect, airbrushed skin.

Missguided have vowed to change this current perception with the launch of their new #MakeYourMark campaign.

This follows from online fashion store ASOS, who began to show their models with natural stretch marks on their website.

The #MakeYourMark campaign pledges to use models of all shapes, sizes and skin types; stretch, curves marks and cellulite included.

There have been several complaints in recent years over models on clothing websites being heavily photoshopped, which causes shoppers to be very self conscious and more aware of their imperfections.

A post shared by Felicity (@felicityhayward) on

Nine models, activists and bloggers are featured in the campaign – model Emily Bador, model and body positivity activist Felicity Hayward, model Netsai Tinaresse Dandajena, designed Jade Laurice, writer Nylo, blogger Sam Roswell, artist Ally and body confidence activist Nelly.

In a Missguided video, activist Felicity says: “My biggest motto in life is that self love brings beauty.

“We go through so much as a woman, through our bodies, through our mental health. We are such amazing creatures and when we can just work together and support each other, it’s such a beautiful thing.”

Model Emily Bador said: “Having representation in diversity is really important in the fashion industry and I think finally it’s starting to change.

“You should celebrate yourself and be proud of yourself, but always have a laugh whilst doing it.”

There has been a lot of positive feedback on Twitter following the campaign with one Tweeter (@froplusfashion) saying: “When you see women with stretchmarks, rolls, veins, and cellulite like yours in campaigns like ‘s , thug tears will flow. Representation in every way matters. Thank you MISSGUIDED!”

77% of those who voted in our Quays News poll asking if all sites should use un-retouched photos, voted yes.

To find out more about the campaign, go to their website.

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