Boohoo has been applauded for not editing out a model’s stretchmarks on its website.
A screenshot taken from the online retailer has gone viral on social media after one shopper spotted that a model wearing an open-back yellow leotard was pictured proudly sporting stretchmarks on her thighs.
Cheryl Adele posted the snap on Facebook, writing: “I find this so amazing!”
“That even a massive clothing brand like Boohoo have haven’t photoshopped the model’s stretchmarks!
“This is what girl power is all about! And every woman has imperfections.”
Adele urged other brands to take note, writing that retailers shouldn’t ever edit stretchmarks out as they appear on model’s bodies as this gives shoppers “unrealistic expectations” and presents them with inauthentic depiction of what women’s bodies look like.
Her post has been liked more than 109,000 times, garnering 69,000 shares and 3,600 comments.
“This is the reality of a woman’s body. It’s beautiful and tells a story,” wrote one person.
“I think it’s a fantastic idea to stop photoshopping these images,” added another.
“Imperfections make us normal more beautiful.”
Commenting on the unedited images, a spokesperson for the brand said:
"At Boohoo we are proud to support and promote diversity and provide great fashion for all shapes and sizes.
"We want to do all we can to use our platform to encourage responsible and healthy body images within the fashion industry, and using un-retouched photos is part of our commitment to ensuring that our brand continues to celebrate body positivity."
Boohoo is not the only fashion brand embracing women’s bodies in their natural glory.
In December Missguided launched a campaign featuring entirely un-airbrushed models.
The campaign, Make Your Mark, received praise from fans for leaving models’ stretchmarks and cellulite unedited in a bid to celebrate these so-called "flaws".
In February, the online retailer also unveiled a range of diverse mannequins complete with stretchmarks and vitiligo.
ASOS have also won praise for leaving model's stretchmarks unedited on its site.
Let’s hope that this new wave of retailers embracing body positivity is more than just an ephemeral trend.
