With their slim figures and flawless complexions, models are hardly representative of the average woman.
But even their photographs are usually edited meticulously to remove all traces of imperfection. Now, however, that is changing.
H&M has become the first of the big high street retailers not to airbrush out models’ stretch marks, as well as scars and even hairy arms.
The clothing chain has been widely praised for the policy, with women saying it helps them to not have to compare themselves to unrealistic body images.
H&M has become the first of the big high street retailers not to airbrush out models’ stretch marks. The clothing chain has been widely praised for the ‘refreshing’ policy
In dozens of photographs on its website, H&M shows beachwear models, such as the one pictured, with noticeable stretch marks on their bottoms and thighs.
Many women praised the ‘refreshing’ decision to show more realistic pictures of models. One wrote: ‘Thank you so much H&M for leaving stretch marks, hip dips, love handles etc in the model photos of your swimsuits.
‘Not editing them out helps us to not compare ourselves to unrealistic body standards and feel normal.’
In dozens of photographs on its website, H&M shows beachwear models, such as the one pictured, with noticeable stretch marks on their bottoms and thighs
Several online stores, including Asos, Misguided and BooHoo, have already stopped airbrushing imperfections from their models to give a more natural look
Others added: ‘Well done for showing body positivity with your models and not Photoshopping stretch marks out of your photos’ and ‘I’m so proud of H&M, like they’re really supporting natural bodies, I love it.’
Several online stores, including Asos, Misguided and BooHoo, have already stopped airbrushing imperfections from their models to give a more natural look.
Despite the praise, H&M refused to comment last night.