Missguided were recently praised for being ‘real and authentic’ after posting images of their models on their site with stretch marks.
And to put a stop to any doubt over whether they were airbrushed, model Amanda, 21, who features in one of the images wearing a thong, proudly confirmed they were real and all hers.
However, the image posted on the online retailer’s Instagram page has come under fire from eagle-eyed fashion fans who still insisted that the image had been altered because of a jagged edge around her bottom.
Clearing up any confusion on the image, Missguided defended the digital mishap by posting an image of the model wearing her own underwear underneath the thong.
‘And the haters who doubted us, the only thing we retouched was the model’s pants,’ it read.
Model Amanda, 21, who features in the Missguided campaign, pictured, proudly confirmed her stretch marks were real and all hers via a statement on the brand’s Instagram. However, eagle-eyed fashion fans still insisted that the image had been altered because of a jagged edge around her bottom
Missguided cleared up any confusion with a post explaining the only thing they had removed was the model’s underwear and shared before, left, and after, right, images to prove it
Not everyone was convinced by the pictures, mocking the brand’s photo editing skills saying the image had still been altered
But, despite glowing praise by most, some couldn’t resist mocking the photo editing skills.
One social media user wrote: ‘The thing is they’d still have to alter the image to add the stretch marks in where her underwear was after taking off the underwear.’
‘This is so Photoshopped it’s sad,’ added another.
‘If everyone goes on this girls page, she’s like 21 years old and has been slim all her life. This girl, does not have stretch marks, I honestly don’t get it.
‘If you [need] a model with stretch marks, go hire one! You can clearly see the edge of this girls leg on the left hand side where it’s jagged, clearly Photoshop!’ said another angry fan.
Amanda’s comments about the #MakeYourMark campaign read: ‘I’d like to speak out and let everyone know the stretch marks shown in my images on Missguided are real.
Amanda, pictured in another shot from the campaign, said: ‘I think it’s really positive that Missguided aren’t Photshopping them out – it’s important to show young women it’s not about striving for perfection’
The online retailer has been praised in the past for showing models with stretch marks and flaws
‘I think it’s really positive that Missguided aren’t Photshopping them out – it’s important to show young women it’s not about striving for perfection, it’s okay to have stretch marks – there’s nothing wrong with having them, we all do, and shouldn’t be something that’s covered up.’
The online retail giant, which has annual sales of more than £200m, is keen to promote body positivity, with several models on the site having the marks – fine lines caused by rapid growth – on their busts and bums.
Missguided posted a comment from one of the models, Amanda, who confirmed that the stretch marks were real and all hers
Others were still unhappy with the airbrushing insisting that the brand should hire models with ‘real stretch marks’
Others modelling swimwear have silvery streaks clearly visible on their hips and thighs.
When the images were first released on the site, many fans noticed praising the brand for showcasing flaws.
But not everyone online was convinced, however, with one unimpressed shopper, who said: ‘Hey Missguided, if you’re going to use models with stretch marks can you not also use a variety of sizes? We aren’t all a size 8.’
Another image from the campaign showed a model with light silvery marks running across her breast
Earlier this year, Missguided featured Nelly London, a blogger who has stretch marks on her hips, in a ‘Babes of Missguided’ section on its website.
Discussing the campaign, Samantha Helligso, head of brand at Missguided, 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.
‘By showing imagery that’s real and authentic, we want to show its more than okay to be yourself. All you have is what you’ve got, so own it every day.’