This Clothing Brand Is Being Accused of Photoshopping Stretch Marks onto Models


A lack of diversity when it comes to clothing brands and their models isn't breaking news, so it was exciting to hear that UK-based brand Missguided was going to stop Photoshopping away their models' stretch marks. However, it turns out that Missguided has actually been doing the opposite, and, excuse the pun, is misguided on what it really means to support the body-positivity movement. 

  • People have been accusing Missguided of Photoshopping stretch marks onto their models, while claiming to show real and authentic bodies.

    This comes about a week after everyone rejoiced over the news that Missguided was no longer Photoshopping away stretch marks.

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  • When you zoom in on some of the stretch marks, you can see supposedly unnatural blurring, which could be from Photoshop.

    "#Missguided trying to promote natural bodies but photoshop the models' hips and the clothing ... hmmm what message are we trying to put across?" one woman tweeted. "Do it properly, please."

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  • Others claimed that one model's stretch marks didn't look the same in two different photos.

    "Do it 'cause it's the right thing to do," someone else wrote on Twitter. "Not for the headlines."

  • In a statement, Missguided's head of brand, Samantha Helligso, denied any claims of Photoshopping stretch marks.

    "Our aim is to inspire body positivity, so our policy is to not photoshop out what are generally perceived as 'flaws,'" Helligso said, according to Revelist. "Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection."

    The model at the center of the controversy also told Revelist that she has "quite a lot of stretch marks" and is happy that Missguided wanted to show them, but ultimately doesn't know what goes on in the editing room.

  • If the accusations are true, then the exploitation is "disheartening to say the least," Shelby Katherine, a body-positivity activist, tells CafeMom.

    "It's just society glorifying and honing in on a body feature and exploiting, and making it marketable," Shelby, aka pcos_support_girl on Instagram, continues. "Which is absolutely against [what body positivity] is about."

    She also fears that this controversy will divide the body-positive community, since the stretch marks appear on a thin model. 

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    In a recent Instagram post, photographer and fellow body-activist Chloe Sheppard wrote: "I'm just bored of all these companies acting like they give a shit and want to represent everybody when they really don't."

    All in all, this goes to show that now might be the right time for Missguided to begin featuring models of many different body types and just lay the Photoshop to rest once and for all.

  • Missguided sent the following statement to CafeMom: "We would like to state that all accusations that we have Photoshopped on stretch marks are entir

    "Our aim is to inspire body positivity, so our policy is to not Photoshop out what are generally perceived as 'flaws,'" the statement continued. "Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection. The only retouch that happens at Missguided is on the garment to colour match fabrics and ensure its shown true to life. In the image in question, the model's own underwear she was wearing underneath had been edited out."

    "We have a commitment to promoting body positivity, shown in our recent campaign, 'Keep on being you', which is our key message moving forward," the statement said.

body image body positivity self esteem