11 Brands that value female diversity

Different skin tones, freckles on the face, stretch marks and a few extra pounds. These are some of the characteristics of the models chosen by the brands that we will see today.

The movement Body Positivewith the motto ‘Aaccept your body as it is‘, gained more and more popularity and entered the fashion world with everything. It caused a huge reduction in images retouched with Photoshop and made the ideal of beauty to be questioned, placing the ‘imperfections’ as something not only natural, but worthy of being valued.

Check out the 11 brands that stopped using Photoshop and decided to show a woman’s beauty as she really is.

Unlike H&M, the Monki brand doesn’t bother to hide some aspects of a woman’s beauty, so its models have something unique and personal. Instead of hiding the ‘imperfections’, the brand highlights them.

10 years ago, people who wore size XXL had trouble finding clothes. The ModCloth brand was its salvation. It features a wide variety of clothing, from underwear to outerwear. In addition, as expected, the brand stopped retouching images.

“Your authentic self is beautiful” has been this cotton underwear brand’s main motto since 2014. The models appear in natural poses, have moles, freckles, different weights and don’t have a flat stomach. But the sincerity of smiles is what makes them so wonderful.

This brand creates beautiful clothes and its underwear models completely deviate from the pattern we are used to. Each one has its own style: atypical and elegant at the same time. For seamless garments, the brand uses natural cotton and does not use flashy colors.

The way in which the Missguided brand began to present the ‘imperfections’ of its models was praised by some and criticized by others. The latter claimed that the company was also Photoshopping the imperfections. Brand representatives deny it and say they would never retouch what is considered imperfect by the media and the public.

The creators of the Pansy brand are two friends who offer their customers cotton underwear grown in Texas, USA. All the clothes are made next to the founders’ house and are worn by women outside the standard we see in magazines and on the catwalks. In addition, the photos often present picturesque and natural settings.

This brand aims to target women with different skin tones, wrinkles and other ‘imperfections’. In addition, women do not shave their hair and the company’s policy is: beauty in everything.

Fashion brand Desigual launched a special swimwear advertising campaign. In the context, the model showed that every body has imperfections and that every woman is a real woman. And, for that very reason, incredible.

This brand was a real explosion within the fashion industry. The underwear sold by the Thinx brand is not only comfortable, it protects the woman in her ‘critical’ days. As per company policy, there is no place for Photoshop retouching your photos.

The Asos online store has turned into a no-nonsense shopping space, especially for plus-size women. In this case, the company created the Asos Curve line. Models have curves, stretch marks and even cellulite. All so that the buyer can really appreciate what it would be like to buy clothes from the catalogue.

The models of this brand are people who are not afraid to show the peculiarities of their bodies and appearance. They show underwear and accessories that often feature inscriptions in the feminist and don’t touch🇧🇷

What do you think of the work of these brands? Do you believe that there should be more initiatives of this type? Which Brazilian brands adopt this same posture?