Stay ahead – join The Drum+

Missguided puts untouched models front and centre of body positive 'Make Your Mark' campaign

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.

Overall Rating
4/5 Vote

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy