Let’s talk about empowering and thought-provoking marketing campaigns.

In recent years, Missguided has become extremely committed to body realism and acceptance. Last year, it stopped photoshopping the images in its campaigns and product shots, just like ASOS has done a few years back.

“We strive on female empowerment and we want all of our babes to #keeponbeingyou, celebrate what makes you unique, embrace your “flaws” and truly #MakeYourMark! We’re on a mission to inspire you to feel unashamedly confident in being yourself. Ignore the haters and always strive to be that little bit extra. Just be you babe, because there is no other way!”

The brand launched its editorial campaign Make Your Mark featuring diverse women who were not professional models but activists, bloggers showcased with perceived imperfections, like cellulite and stretch marks.

The campaign included videos, quotes and interviews, as well as artistic stunts: “We’ve hooked up with collage artist @sarashakeel to give you the chance to get your tiger stripes glittered up PLUS 100 MG dollars.” 

The #makeyourmark mannequins, which have appeared in two of its United Kingdom stores so far, represent an array of races and have “imperfections” like stretch marks, freckles, and vitiligo.

They also included mannequins that represent a wider range of ethnicities, as well as mannequins wearing hijabs.

According to a statement, the mannequins are part of the Missguided’s commitment to encourage self-love and inspire shoppers “to be themselves, be comfortable in their own skin, celebrate their flaws, take risks, and own it.”