In the last year major fashion brands have jumped on the anti-photoshop movement. It started with Aerie’s refusal to retouch the models in their campaigns and gained steam when ASOS left stretch marks on their bikini models this summer. Now your fave online retailer Misguided has followed suit after fans of the brand noticed that the models were left in their true form. Misguided did this without any fanfare, press release, or big PR-blitz — Misguided simply stopped photoshopping stretch marks from the models.
People started noticing the trend over the summer, and shared their appreciation online. “Brands take note of @Missguided – we want to see more of this, our perfect ‘imperfections’ don’t need to be scrubbed out,” wrote one Twitter user. “Good on @Missguided for using real peoplemore companies should do this,” wrote another.