Clothing brand releases campaign featuring model with stretch marks and receives praise –

(Boohoo/Playback)

Using less photo retouching programs and accepting our body’s characteristics more is a movement that has been gaining strength on social networks, but there is still a long way to go to combat patterns of beauty. Proof of this is the amount of controversy involving brands that show flawless models in their advertisements. But, to our delight, there are brands swimming in favor of more natural images!

One is British clothing store Boohoo, which drew attention by showing photos of a bodysuit model without erasing her stretch marks on her butt. The Facebook user Cheryl Adele made a post praising the brand’s positioning – the content went viral and reached almost 110,000 likes and 4,000 comments.

Cheryl posted the photo of the model as it appears on the site, with her stretch marks showing. In the caption, she says that she found the positioning incredible and that stores should not erase the marks on women’s bodies so as not to give “unrealistic expectations“. See the full text, in free translation:

“I think this is really amazing! Even at a giant clothing brand like Boohoo, they didn’t use Photoshop to erase the models’ stretch marks! That’s girl power. Every woman has imperfections. They should not be erased to give unrealistic expectations. It’s what makes us who we are, it’s reality.”

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Most of the comments on the post were positive, from women saying they identified with the image. So much repercussion just shows that it is completely normal to have stretch marks and that we should accept and embrace our body marks more and more.