Looking to capitalise on the praise it and other fashion retailers like Asos have received for showing stretch marks and other perceived fashion 'flaws' in their imagery, Missguided has launched a fresh campaign celebrating individuality.
The brand has launched a campaign dubbed 'Make Your Mark' which aims to reflect the brand's messaging that women should be confident in their own skin, regardless of whether or not they meet society's self-imposed standard of perfectionism.
The video and print ads feature nine women including model and body positivity activist Felicity Hayward; Skye Barr, co-founder of 'safe space' club night Pxssy Palace; and Fatty Boom Tatty blogger Sam Rowswell.
The ads are part of the brand's wider 'Keep On Being You' initiative, the ethos of which has been endorsed by 89-year-old fashion and internet personality Baddie Winkle.
Since its launch in October, the wider campaign has encouraged 20% more new users in the UK to visit Missguided's site, and 12% more in the US.