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Missguided is winning the internet’s love with the latest photos on their site. The online fashion retailer decided to buck the system and show off their models in ALL their glory — stretch marks, cellulite, moles, arm hair and all. Clutching those pearls? Well, you shouldn’t be, because let’s face it. Most women have one or some or all of these features. It’s the norm — not super-touched-up bodies with silky smooth, flawless skin.

Samantha Helligso, head of brand at Missguided, told The Independent, “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.”

She added, “By showing imagery that’s real and authentic, we want to show it’s more than okay to be yourself. All you have is what you’ve got, so own it every day.”

We get that in the beauty industry it can be scary for brands to do things a little differently, but when it’s done right they deserve our applause. And the best thing is the way Missguided went about it. They didn’t make a big announcement, or prepare the world for what was about to happen. Rather, for months now, Missguided just quietly uploaded photos of models to their site with stretch marks on full display, from bums in bikinis to peeking out from low-cut tops. And the brand is treating it like it’s no big deal — because it’s not.

JUST LANDED: velvet lingerie ✨✨✨ Green or pink? Comment below 👇 #missguidedlingerie #missguided

A post shared by MISSGUIDED (@missguided) on

It’s always refreshing to see real bodies in the media, that represent women in all their glory. No Photoshop, no airbrushing, no crafty editing. Missguided, you are anything but.

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