If there’s one trend that we really hope explodes in 2018, it’s the growth of unretouched ads and inclusive casting by style brands. Missguided has officially joined the league of body-positive campaigns, and their newest winter launch, #MakeYourMark, not only features gorgeous women of different races and body types, but there’s no fake airbrushing. “Because f**k perfection. It doesn’t exist,” the retailer’s website reads.
Another fun tidbit is that the “Babes of Missguided” are a band of fierce female bloggers, activists and people just like us––no career models here. Obviously, the internet has fallen in love with the campaign, and everyone is calling for other companies to follow suit.
Literally in LOVE with this campaign by @Missguided We all come in different shapes and sizes and it’s so nice to see a big brand like this moving forward! Hopefully more will follow! #MAKEYOURMARK (Someone give me a faux fur coat and some beautiful underwear- I wana join in!) pic.twitter.com/Ib4kCEX7KI
— Ellena-Poxyy (@EllenaLecia) December 14, 2017
When you see women witg stretchmarks, rolls, veins, and cellulite like yours in campaigns like @Missguided ‘s #MAKEYOURMARK , thug tears will flow.
Representation in every way matters. Thank you MISSGUIDED #bodypositive pic.twitter.com/V1W9vsJL3A— FroPlusFashion (@froplusfashion) December 15, 2017
For the last two years with #SELFLOVEBRINGSBEAUTY I’ve been pushing the importance of SELF LOVE and understanding that FLAWS don’t exist. Can’t tell you how proud I am to be part of #MAKEYOURMARK with @Missguided SHOW YOUR MARKS BABY !! Brands listen up pic.twitter.com/9CpmdNSJ6J
— Felicity (@FelicityHayward) December 12, 2017
We exist in a time when posting completely real photos without alteration is considered “revolutionary,” and that honestly speaks to how important it is that influential fashion brands like Missguided are changing the status quo to normalize and celebrate natural bodies. Other retailers like American Eagle have also initiated their own body-positive campaigns, and that keeps us hopeful that this trend isn’t going away any time soon.
You can check out the rest of Missguided’s fierce #MakeYourMark campaign here, and fingers crossed that 2018 will be the year women can own their bodies and “f*ck perfection” with ease.