Missguided’s ‘real-life’ mannequins are a breath of fresh air

A round of applause for the high-street brand celebrating diversity.

21 Feb 2018

In a world of Facetune and Photoshop overload, any honest, unretouched depiction of beauty deserves to be applauded. We’ve been seriously impressed with high-street label Missguided’s recent body-positive campaign, #makeyourmark, in which it pledged to stop airbrushing stretch marks and other perceived ‘flaws’ out of its model imagery. The campaign featured models of varying sizes and ethnicities, totally unretouched and looking totally badass.

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Now, the online retailer, which opened its first physical store in London in 2016, is continuing its mission to celebrate a more inclusive vision of beauty, with ‘real-life’ mannequins that are based on how their customers actually look, rather than a perceived ideal shape or look.

The brand has created ‘a diverse mannequin army’ of different ethnic backgrounds, including ones with vitiligo, stretch marks and freckles. They were created exclusively for the brand with the help of in-house make-up artists, and will be on show in Missguided’s two stores in London’s Westfield Stratford City and Bluewater Shopping Centre in Kent.

Missguided
Missguided
Missguided
Missguided


Missguided says it is, “committed to changing attitudes to positive body image within the fashion industry and inspiring self-love”. And with this latest move it aims to, “inspire a strong self-empowered message: be yourself, be confident in your own skin, celebrate your flaws, take risks and own it and f*ck being perfect”.

Missguided
Missguided
Missguided
Missguided


There’s still a long way to go before depictions of different body shapes, ethnicities, gender identities, age ranges and disabilities become the norm in fashion. The majority of images we see scrolling through our newsfeeds are more likely to make us feel insecure than celebrated. But with each major player that makes a stand for body positivity (Asos also stopped airbrushing its models last year), we get a little closer to a broader definition of beauty. And that’s definitely something to be celebrated.