Online retailer Missguided have come under fire as shoppers accuse the brand of photoshopping stretch marks onto models' bodies.
The hugely-successful womenswear label made headlines earlier this week when fans noticed that they had uploaded images to the site that clearly showed models’ stretch marks.
However, upon closer inspection, fans are now saying that Missguided have doctored their images so that the stretch marks appear more visible.
Some are even saying that they are entirely fake.
Missguided has vehemently denied the allegations, releasing the following statement in response: “We would like to add that all accusations that we have photo-shopped on stretch marks are entirely untrue.
“Our aim is to inspire body positivity, so our policy is to not photoshop out what are generally perceived as 'flaws'.
“Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection.”