Women's clothing retailer 'Missguided' has been going viral recently for using un-retouched photos of their models - exposing that even models have stretch marks and cellulite.
According to The Independent, 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 it’s more than okay to be yourself. All you have is what you’ve got, so own it every day.”
While checking out the 'Missguided' site for this article, I noticed that they do have a Plus Size section as well.