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Customers praise high street store Missguided for unedited model shots with stretch marks logo 09/11/2017 Emma Vince

(Video provided by Wochit)

Most women either have stretch marks or cellulite (or both) and there’s absolutely nothing wrong with them.

However, when it comes to shopping online or flicking through a glossy magazine, there’s not a single stretch mark to be seen on the ‘perfect’ models and their ‘perfect’ bodies.

© Well clothing brand Missguided has made the decision to stop editing out models’ stretch marks.

Several products on the site now show models with stretch marks for example some models have the marks on their busts and bum whiles others — modelling swimwear — have the marks clearly visible on their hips and thighs.

© Customers of the brand have praised the company for the move which has been hailed as ‘beautiful’.

One Twitter user, Marnie wrote ‘How refreshing to actually see genuine un-edited photos of female models. Well done @Missguided I’m SO proud of the message this conveys.

Twitter user Jazz Harper also shared photos of bikini models from the Missguided website with the caption ‘So much respect for @Missguided having their models show off there stretch marks’.

Twitter users The Boldest Type wrote ‘ @Missguided you freaking beauty! I cannot thank you enough for this. It’s a step in the right direction. Look how stunning these women are – stretch marks or no stretch marks. #beauty #fashion #bodyimage.’

Missguided are not the only one to make this move towards body positivity.

© Earlier this year, ASOS were also praised for their efforts to feature a range of different body types.

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