All marks are beauty marks. These clothing brands won't Photoshop stretch marks anymore

More and more retailers are banking on body positivity

More and more retailers are banking on body positivity

(Source: Instagram, @missguided)

Flawbulous. Let that made up word serve us here to describe the global body positivity movement aiming to buck longstanding trends of unattainably perfect beauty in fashion marketing. Perfection, it seems, is pretty passé.         

In a recent move that has people applauding, online women's clothing brand, Missguided, published untouched pics of women modeling articles from their lingerie line. Shown from behind with stretch marks and all, just like regular folk, the models retain a beauty that's arguably all the more alluring for the refreshing "filter" used: authenticity. Most impressive though was the complete lack of fanfare or publicity from the brand who didn't bother to announce the move. No flags were planted that said these models weren't retouched. No crafty Tweets reading, "you're welcome, Kendrick Lamar" (Lamar being famously "sick and tired of the photoshop").

No, the "flawed" models were just there among the others, NBD.

Unsurprisingly, people are welcoming the self-acceptance boon and championing the brand on social, making liberal use of celebrity memes.

Retailers, savvy to the movement, have been tweaking their marketing campaigns. ASOS got some nods last summer for showcasing swimsuit models with stretchmarks and scars. Neon Moon Lingerie tackled standard size naming conventions by getting rid of them all together - their clothes come in sizes "Lovely, Gorgeous, Beautiful, Fabulous and Stunning". And Aerie, American Eagle's lingerie line, joined other brands who were done with Photoshop as early as 2014, asking simply "why retouch beauty?" A pretty valid question.         

Earlier this year, even fashion house mega brands Gucci and Dior stopped using impossibly skinny models from their runway shows. The highly publicized pivot was in keeping with France's contextually stringent new health laws which seek to better an industry beset with problematic beauty ideals. The shift in beauty standards for the models that market women's clothes is causing a certain unavoidable trickle down for the women who actually wear them in real life: they're feeling empowered by the stretch-marked strides towards inclusivity. Should this turn out to be more than just a passing trend but an idea whose time has finally come, that'd be something truly flawbulous.