Clothing Brand Is No Longer Airbrushing Models’ Stretch Marks

Various fashion brands such as Aerie and ASOS have taken a stance against airbrushing models in recent years, and another brand is also making a move toward promoting body positivity. UK brand Missguided just revealed that they are also no longer Photoshopping their models.

From visible stretch marks to moles and more, Missguided is rejecting the manufactured images of models we’ve become so accustomed to seeing. On Missguided’s site, you can now find various models, particularly in bodysuits, lingerie and swimsuits, showing off their natural bodies, flaws and all.

In a statement, the company’s head of brand Samantha Helligso said: “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.”

Helligso continued, “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.” While a few social media users claimed that Missguided Photoshopped the stretch marks onto the models, the brand has denied all accusations as “entirely untrue.”

Im aren’t the only one who applaud Missguided for this major step in making all women feel comfortable in their own skin. On Twitter, many shared their praise for Missguided’s bold step in the right direction.

Article originally appeared on Essence

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Aerie New Nude Lingerie Collection For A Wide Range Of Skin Tones

Aerie ia becoming one of my favorite brands because of love of body positivity and continuous efforts to help women embrace their true selves.

Via Essence
In 2014, Aerie, which is the lingerie brand from American Eagle, launched a campaign to challenge “supermodel standards” and featured unairbrushed models in their ads. The brand hasn’t retouched its ads ever since.

This week the brand is making another big move — it has launched five nude shades to match a range of skin tones to the Aerie REAL ME Collection. Since nude doesn’t mean just one –or even a few shades — this new range of nudes from Aerie is definitely a win in our opinion. The empowering names of the shade (Honesty, Inspiration, Strength, Energy and Confidence) are an added bonus.

The new nude shades are available in lightly lined bras, briefs and thongs, which are designed with a breathable double knit fabric to provide support and coverage. According to Aerie, each piece is “built to be invisible and give off the ‘barely there’ feel achieving the ultimate comfort for everyday wear.”