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Missguided’s latest campaign is completely unretouched

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Emily Reynolds
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We’re all used to seeing photoshopped images of women’s bodies – but this campaign is an attempt to do something different.

Photoshopped images of women’s bodies are everywhere – from magazines to advertising campaigns, we’re all pretty much resigned to the fact that most of the images we see are altered in some way. 

Which is why Missguided’s latest campaign, #MakeYourMark, is so refreshing – because none of the images are retouched at all. 

A post shared by Felicity (@felicityhayward) on

Nine models, activists and bloggers are featured in the campaign – model Emily Bador, model and body positivity activist Felicity Hayward, model Netsai Tinaresse Dandajena, designed Jade Laurice, writer Nylo, blogger Sam Roswell, artist Ally and body confidence activist Nelly.

“As part of our new #KEEPONBEINGYOU campaign we’re on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection,” Missguided wrote in a blog post announcing the campaign.

“Because f*ck perfection, it doesn’t exist.”

And people are pretty pleased about it. 

“I think it’s super important that we promote body confidence because let’s face it we were all born into this world as an individual and our individuality makes us beautiful,” said Felicity Hayward.

“I love promoting my body, I love promoting my stretch marks, I love promoting my cellulite. I honestly believe that flaws do not exist.”

In 2017, it shouldn’t be newsworthy that women’s bodies aren’t being photoshopped – but it’s a step in the right direction.

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Emily Reynolds

Emily Reynolds is a journalist and author based in London. Her first book, A Beginner’s Guide to Losing Your Mind, came out in February 2017 with Hodder & Stoughton. She is currently working on her second.  

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