Missguided's New Unretouched Campaign Is Body Positive AF & We're Loving It

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.  

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.

Rep Image: Felicity Hayward / Missguided