Missguided's apparently Photoshopping stretch marks onto models - and the Internet doesn't know what to think

A couple of weeks ago we reported that Missguided had stopped photoshopping models’ stretch marks.

They followed ASOS who subtly left in stretch marks and other ‘imperfections’ on the women advertising their clothing.

The news was met with a collective round of applause. After all stretch marks are a totally normal aspect of our bodies and as such celebrating them rather than glossing over them was seen as a big step forward for body positivity.

But in another twist to the stretch mark tale the Internet is now under the impression that Missguided may have actually been photoshopping stretch marks onto their models, or altering the images to make them more visible.

And Twitter is more than a little confused by it.

“I’m sorry, I don’t understand how this brand keeps denying that they’ve photoshopped stretch marks onto this model, but from these two images you can clearly see the marks aren’t the same! If you’re trying to show natural beauty, don’t photoshop it in,” one user wrote

“@missguided are getting praise for ‘not photoshopping out stretch marks’ on their models. Yet when you zoom on a recent social post it reveals the WORST PHOTOSHOP EVER. (Added stretch marks? Resizing? Who knows). Do it cause it’s the right thing to do. Not for the headlines. FFS,” another added.

Following the Twitter furore Missguided have issued a statement vehemently denying claims that they doctored images.

“We would like to add that all accusations that we have Photoshopped on stretch marks are entirely untrue,” they said. “Our aim is to inspire body positivity, so our policy is to not Photoshop out what are generally perceived as ‘flaws’. ‘Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection.”

Of course, altering images would seem to be a ridiculous thing to do, why not just use models who actually have stretch marks, like the 80% of women who do?

And if Missguided is keen to try and normalise a skin ‘imperfection’ that so many women have, is that really such a bad thing?

Perhaps the editing (or not editing) of stretch marks has created headlines which shows the company in a body positive light, but the fact is highlighting acceptance of a normal skin affliction might just help us continue to break down those strict beauty boundaries that women have previously felt pressure to conform to.

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