Boohoo, a global fashion brand, featured a model on its website showing off her natural stretch marks. As many know, this is not the norm. As we all know, the universal thinking is to “fix” models, especially female models, with Photoshop or other photo retouch methods.
For decades, companies have tried to attract audiences with false advertisements, presenting models with “perfect” complexions in the hope that consumers will buy a product. The main motive is to convince the purchaser that they will look as “perfect” as the models. Clearly, that doesn’t literally work, but people fall for it, nonetheless.
Slowly, stretch mark visibility in garment listings is becoming more popular. It seems Boohoo is falling in line with other fashion brands like ASOS and Misguided, which “have also stopped editing out their models’ stretch marks instead of hiding them,” reports Teen Vogue.
The best part is that Boohoo didn’t announce this action, and thus normalized the situation. It was the consumers who noticed the difference. The company just highlighted stretch marks as if it’s happened everyday since the beginning of time, and that is beautiful.
Many people on Twitter immediately began applauding the company for its actions. Chrissy Teigen said, “The model is wearing a yellow bathing suit, with her ‘stretchies’ on full display.”
Another user said, “So impressed with @boohoo using real women, with lumps, bumps and stretchmarks! #realbeautycomesfromwithin.”
Another shared, “Growing up my stretch marks were my biggest insecurity. I tried every cream, oil & scrubbing technique but only one thing worked… accepting that they were mind & there for life @boohoo. You don’t know how much this helps with acceptance.”
Let’s hope this becomes a universal trend because, ladies, you are beautiful just the way you are!