Missguided's new #MakeYourMark campaign highlights stretch marks and cellulite

“F*** perfection. It doesn’t exist.”

That’s the message women’s clothing retailer Missguided wants to spread, along with a promise not to touch up any of its models’ features. The announcement came as part of a new body-positive campaign called #MakeYourMark, which features images of models of all body types showing off their own marks.

The initiative is an extension of Missguided’s #KeepOnBeingYou body-positive campaign, launched in November, but has a specific focus on women’s attributes, such as cellulite and stretch marks, that society has historically deemed as “flaws.”

“The campaign name mainly signifies women making their mark on society overall — standing up to unrealistic beauty standards and supporting the progress of a body-positive movement,” Samantha Helligso, Missguided’s head of brand, tells Yahoo Lifestyle. “It’s also about anything physical you see on your body, stretch marks or otherwise. We want women to embrace what the world has previously made us perceive as flaws.”

The U.K. brand announced the newest hashtag with a set of completely diverse brand ambassadors who are, as Helligso says, “the poster girls for not giving a f***,” because they know what it means to make their mark.

Both Felicity Hayward of Self Love Brings Beauty, and Tinar, aka Netsai Tinaresse Dandajena, made the lineup of women who each have their own #MakeYourMark photo shoot and video. Hayward tells Yahoo Lifestyle that she screamed for joy when she found out about the initiative because it matches up perfectly with her own body-positivity work.

“For the last two years, I have been promoting my own movement #selflovebringsbeauty, a message to help everyone find inner confidence and understand that flaws don’t really exist,” she says. “They are created by the media to prey on our insecurities, when in fact our bodies are capable of incredible things. Stretch marks, scars, cellulite, and blemishes are all part of being a powerful and strong woman.”

Tinar shared one of her photos from the shoot on Instagram and explained her excitement about the campaign.

“It is so much more easier for me to cover up my so called imperfections. It is easier to dress up and compliment my body shape and show off my best assets. But to be so vulnerable and take those things that people tried to break you with and turn them to positives,” she wrote. “This campaign gives confidence to all women, regardless of your race, your size, your age, we are here to say make your mark, let them know you have arrived and you are here to SLAY and here to STAY.”

Missguided joins other brands, such as Aerie, ModCloth, What Women Want magazine, And Other Stories, and ASOS, that have either publicly committed to the unretouched movement or have had photos they did not touch. ASOS garnered praise this past July when customers noticed one of its models had stretch marks.

The pledge appears to be working: Helligso says customer feedback to the campaign has been positive, and many women have started to share images of themselves with the #MakeYourMark hashtag.

She explains that the company’s ultimate goal is to lift up its customers: “To empower our customer, to inspire her to be confident, to make her feel she can do anything she wants, and be whoever she wants to be,” she says.

Read more from Yahoo Lifestyle:

• Body-positive blogger explains why you shouldn’t call disabled people ‘an inspiration’

• This sexy photo shoot proves once and for all that size doesn’t define someone

• Plus-size model who gained weight: ‘There may be “more” of me now, but there is also more happiness’

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