A UK-based retailer called Missguided launched a completelyunretouched campaign.People love the "Make Your Mark" campaign and are praising the retailer for being body-positive.Eight models and body-positive activists are the faces of the photo campaign.This launch comes a month after the retailer was accused ofadding stretch marks to a promotional photo.The brand denied the allegations and the model in the photos said the stretch marks were real.In 2017, the body-positivity movement took over social media thanks to bloggers and celebrities like Ariel Winter and Hilary Duff. Slowly but surely, the movement even found a home in mainstream retail, with big-name brands like American Eagle choosing not to Photoshop its models.Now, the UK-based retailer Missguided is the latest to solidify itself as a leader in the body-positive community by launching a completely unretouched campaign called "Make Your Mark.""We're on a mission to inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection. Because f--- perfection, it doesn't exist," a message on the retailer's website reads.The message concludes with a call to action: "We are making a pledge to neverretouch our models' perfect 'imperfections' out."It's not immediately clear if the promise applies to all facets of the brand or just the "Make Your Mark" campaign. A representative for Missguided did not immediately respond to INSIDER's request for clarification.Eight models and body-positive activists were selected to represent the campaign because their values apparently align with Missguided's.The full "cast" is comprised ofFelicity Hayward of the brand Self Love Brings Beauty, model Emily Bador, model and activistNetsai Tinaresse Dandajena,model Jade Laurice, writer Nylo, lifestyle blogger Sam Roswell, London-based artist Ally, and fashion, body-confidence, and lifestyle blogger Nelly London.People seem to love every part of the campaign and are praising Missguided on social media.s/o to @Missguided for featuring models of all colors, shapes &sizes for their #makeyourmark campaign '' pic.twitter.com/svE21YZ06U' cathRyN (@cathrynrae) December 13, 20171000000 claps '''''''' for the new @Missguided campaign!!!' Crystallion Heart (@Crystallionzz) December 13, 2017Obsessed with the @Missguided #MakeYourMark campaign ' So empowering, beautiful and important. Fully behind it, it makes me happy.' C O U R T N E Y (@crtnygrdnr) December 12, 2017This @Missguided campaign is E.V.E.R.Y.T.H.I.N.G!!! Size or appearance doesn't define your beauty '''' #MAKEYOURMARK pic.twitter.com/QPNOpE9KW1' Thats Totally Fetch (@totallyfetch_sa) December 13, 2017Literally in LOVE with this campaign by @Missguided We all come in different shapes and sizes and it's so nice to see a big brand like this moving forward! Hopefully more will follow! #MAKEYOURMARK (Someone give me a faux fur coat and some beautiful underwear- I wana join in!) pic.twitter.com/Ib4kCEX7KI' Ellena-Poxyy (@EllenaLecia) December 14, 2017Well done @Missguided on your #MakeYourMark campaign. You get my Christmas money this year.' 'Boun Natalie' (@videonatty) December 14, 2017So much respect for @Missguided with their #MAKEYOURMARK campaign, https://t.co/bqVkTUbIEo' Ness (@girlwith5lads) December 13, 2017The campaign appears to be a big marketing decision for the brand, which was accused ofadding visible stretch marks onto a picture of a model in November.In a November 21 blog post, the retailer denied the allegations. In the post, Amanda, the model in the photo, confirmed that the stretch marks shown were real."I'd like to speak out and let everyone know the stretch marks shown in my images on Missguided are real. I have stretch marks and I'm happy that such a well-known brand decided to keep them there. I think it's really positive that Missguided [isn't] Photoshopping them out," she said.The brand also tweeted a side-by-side image that showed how Amanda looked before and after they edited the photo of her.Hey babes, we don't use photoshop on model's stretch marks, only the pants she wears underneath ' Embrace your "flaws" and don't ever strive for what the world perceives as perfection. Keep on being you and #makeyourmark. pic.twitter.com/4lS1pYBAjo' Missguided (@Missguided) November 16, 2017Missguided didn't immediately respond to INSIDER's request for comment.Sign up here to get INSIDER's favorite stories straight to your inbox.Join the conversation about this storyNOW WATCH: How designers around the world Photoshopped this model when they were told to make her beautiful
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