Shoppers are crying tears of joy in response to Boohoo’s newfound acceptance of stretch marks. An eagle-eyed shopper recently noticed an unretouched photo of a model on the fashion brand’s website and shared it on Facebook.
Cheryl Adele posted a screenshot of the model in a bodysuit, zooming in on her butt and upper thigh to show the very visible and beautiful stretch marks that lined her tanned skin. “I find this so amazing! That even on a massive clothing brand like Boohoo they haven’t photoshopped away the model’s stretch marks!” she captioned the post.
The internet agrees; the post went viral and has racked up 109,000 reactions, over 69,000 shares, and thousands of supportive comments. “I want to live in a society where body imperfections no longer need to be ‘celebrated’ as that will mean they are truly accepted….but until then, let’s continue to have models displaying the imperfections that make them beautiful and real,” one person wrote. “At last a real human being!” another celebrated.
The best part is, this isn’t the only sign of stretch marks, cellulite, and other “imperfections.” We found a handful of other models in bodysuits flaunting such stunning body traits on their site and social media.
This is a big deal for the brand, considering that it’s been accused of over-retouching its models in the past. In 2017, a petition was created to push Boohoo to stop airbrushing its models’ “natural flaws such as stretch marks and acne scars, as an attempt to create a ‘perfect’ image to drive sales.
“Why does ‘perfecting’ the body of the person wearing the clothing, make the clothing more appealing? Reality is, it doesn’t,” the petition said.
— Caroline MacPhee (@CarolineMacPhee) January 4, 2018
Just a few months ago, another shopper accused Boohoo of overadjusting a model’s breasts. And last year, the British brand was shamed for not using truly plus-size models to rep its curvy collection and charging a “fat tax” for larger sizes.
Boohoo’s joint CEOs, Carol Kane and Mahmud Kamani, told Yahoo Lifestyle, “At Boohoo we are proud to support and promote diversity as well as provide great fashion for all shapes and sizes. We want to do all we can to use our platform to encourage responsible and healthy body images within the fashion industry, and using unretouched photos is part of our commitment to ensuring that our brand continues to celebrate body positivity.”
Boohoo must have noticed how well brands like Aerie and ASOS have been doing since abolishing or minimizing retouching and airbrushing, allowing natural attributes like cellulite and stretch marks to shine.
Yahoo Lifestyle is awaiting comment from Boohoo regarding this shift and will update if the company responds.
Read more on Yahoo Lifestyle:
- Demi Lovato Baring Her Stretch Marks on Instagram Makes Us Love Her Even More
- These Mannequins Have Stretch Marks & Other Natural Body Features
- Aerie model opens up about ‘bacne’ and ‘lines of love’