Missguided launches unretouched campaign

By

Barbara Santamaria

Published
Dec 14, 2017

After seeing a positive response to its unretouched imagery, Missguided has launched a campaign that embraces stretch marks, cellulite and 'real' bodies.

"As part of our new #keeponbeingyou movement we're on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws and not to strive for what the world perceived as perfection,” said the brand about the campaign.

“Because f*ck perfection, it doesn't exist. We are making a pledge to never retouch our models' perfect 'imperfection' out."

The campaign sees eight artists, social media activists and bloggers pose in bandeau bralettes, lacy bras, knickers, thigh high boots, faux fur coats and sandals, as they praise their ‘imperfections’ and talk about the importance of promoting body confidence.

The line-up of ‘Babes of Missguided’ includes plus-size model and founder of fashion brand Self Love Brings Beauty, Felicity Hayward; illustrator and designer Jade Laurice; girl power activist Nylo and New Zealand-born, Australian-raised artist Ally.

The campaign is part of a wider #keeponbeingyou movement launched by the fashion etailer earlier in the year.

Missguided was praised by the public when it pledged in November to never retouch out models' ‘flaws’ ever again.

According to the Independent, the online site has seen a 20% increase in UK visitors and a 12% rise in US visitors since the launch of the campaign in October.