Missguided has now included stretch marks and vitiligo on their mannequins.
The clothing brand has also decided to represent other natural features such as freckles, and include women wearing headscarves.
The change comes after the company decided to stop airbrushing the photos of their models online.
The mannequins will be on display in the two new Missguided stores coming to Westfield Stratford City, London and Bluewater Shopping Centre, Kent.
The mannequins were designed by in-house stylists and come as part of Missguided’s #MakeYourMark campaign that launched last year.
#MakeYourMark saw the company celebrate women of all colours, sizes, and backgrounds.
The campaign not only promoted body positivity, but also inclusivity as it featured women of colour, LGBT women, and women who may not fit the traditional, media-washed standards of what is considered ‘beautiful.’
And now, the #MakeYourMark campaign has extended itself to Missguided’s in store mannequins too.
The company isn’t the first to diversify its mannequins either.
In 2013, Debenhams in the UK decided to introduce size 16 mannequins to accurately reflect the country’s average size.
However, it’s not every day that customers see mannequins detailed enough to include stretch marks and vitiligo.
Vitiligo is a condition where the skin’s pigments are destroyed in certain areas, leading to loss of skin colour in the form of white or lightly coloured patches.
The cause of vitiligo remains unknown, but it is believed to be a genetic disease that may also be caused by environmental factors.
About 0.5 – two percent of the world’s population has the condition.
Missguided’s latest representation of the condition on their mannequins runs alongside their desire to change the public’s attitude towards fashion and beauty.
Speaking about the #MakeYourMark campaign last year, Missguided model Amanda said that she was delighted to have her stretch marks included in her photos.
“It’s important to show young women it’s not about striving for perfection, it’s okay to have stretch marks – there’s nothing wrong with having them, we all do, and shouldn’t be something that’s covered up.”
