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Consumers praise Missguided's new, unretouched campaign

By Vivian Hendriksz

Dec 14, 2017

London - In an industry which tends to focus on unrealistic body standards, fashion retailers which take a stand against the constant portrayal of the slim, white young model in lieu of a more diverse and inclusive body type are often celebrated. Which is why consumers are now applauding Missguided new, unretouched fashion campaign.

The British fashion retailer previously caught the public's attention last month when it shared photographs of swimwear models unairbrushed as part of its new initiative. Now Missguided has decided to take things one step further by recruiting 9 models, social media influencers and body-positive activists to star in the new campaign "Make Your Mark." The campaign, which celebrates individuality, encourages people to celebrate their so-called flaws and also sees the retailer make a vow to never airbrush its models' imperfections again.

"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 not to strive for what the world perceived as perfection," writes Missguided on its new campaign. "Because f*ck perfection, it doesn't exist. We are making a pledge to never retouch our models' perfect 'imperfection' out." The campaign is part of Missguided's wider initiative, entitled 'Keep on Being You' which encourages women to be themselves.

The new campaign, which stars model Emily Bador, model and body positivity activist Felicity Haywards as well as designer, artist, and model Jade Laurice has been praised by consumers around the globe.

Photos: Missguided, Make Your Mark