Online fashion brand Missguided insists models' stretch marks are real

British fashion brand Missguided has defended one of its models on Instagram after followers accused her of having fake stretch marks - and the brand for trying to capitalise on body positivity in a "fake" way.

Amanda, a first-year nursing student, was featured on the brand's page next to one of her photos.

"I'd like to speak out and let everyone know the stretch marks shown in my images on Missguided are real," she was quoted as saying.

"I think it's really positive that Missguided aren't photshopping [sic] them out - it's important to show young women it's not about striving for perfection, it's okay to have stretch marks - there's nothing wrong with having them, we all do, and shouldn't be something that's covered up."

The label added its own message below.

"To all the haters who doubted us, the only part of this photo we retouched was the model's pants," they wrote, referring to the underwear Amanda had worn under the pair used for the shoot - an image of which they also posted on Facebook.

Image: Facebook/Missguided

But not everyone was convinced.

"I’m all for body positivity and stretch marks but your ‘original’ image is clearly photoshopped," one Instagram user commented. "The left hand side doesn’t follow the natural curve like it should."

Related video: Australian model La'Tecia Thomas is an advocate for body positivity and says she is happier at size 16 than she was at size 6

Missguided had originally received praise for choosing not to photoshop its models.

The brand, which has annual sales of more than $344 million, uploaded several pictures of models with fine marks on their hips, thighs and cleavage last month.

Shoppers reacted with admiration, taking to Twitter to show their approval at the “more real images”.




Missguided recently launched a #KEEPONBEINGYOU campaign, which hopes to inspire their “babes” - shoppers - to be individual. The website reads: “It’s all about embracing your flaws, ignoring the haters, celebrating what makes you unique, and always striving to be that little bit extra.”

Kirsty Fraser‏ added, "Hey @Missguided if you're going to use models with stretch marks can you not also use a variety of sizes? We aren't all a size 8."

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