Felicity Hayward makes her mark with Missguided who promise never to airbrush models
Total goddess (Picture: Instagram/FelicityHayward)

Missguided are raising the bar for 2018 and allowing women to make their mark.

With the motto of ‘keep on being you, it’s a really great look’, the new campaign shows Felicity Hayward leading a troupe of models, making us all kinds of jealous of the fun they’re having as they bear their stretch marks.

Gone are the days of photoshopping humans beyond recognition, instead Missguided have based the bold and inspiring campaign on being proud of your body and the marks, scars and difference it bears to others.

‘F*ck perfection, it doesn’t exist. We’re on a mission to inspire babes the world over to love themselves, for themselves. It’s time to #MAKEYOURMARK,’ read one caption.

That’s a sentiment we’re glad that clothing lines are finally getting on board with.

Missguided have made a pledge to ‘never retouch our models’ “imperfections” and they are on a mission.

Felicity told Metro.co.uk: ‘It is SO refreshing to see a big brand finally stepping up and embracing all body types and showing all the marks of a woman.

‘For the last two years I have been promoting my movement #selflovebringsbeauty to make others aware that “flaws” don’t exist, they are simply created by the media to make money from our securities.

‘Stretch marks, scars, cellulite are all a part of growing as a woman. Let’s teach the future generation how to really love themselves.’

The new campaign features an array of women including British curve model Tinar, fashion blogger Nelly,  blogger Sam Roswell.

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