Incredible.

As of late, a host of retailers have been taking it upon themselves to ensure that the models who appear in their online store images do not have their stretchmarks edited out, are not photoshopped, and are an accurate representation of the real women who buy their clothes. The likes of ASOS, Missguided and others have already received much praise for not presenting their shoppers with unrealistic standards of beauty. But now, Missguided has gone one step further than all the rest and absolutely blown everyone away with their stunning new campaign. The 'Unretouched' #MakeYourMark campaign is championing women of all sizes - and it's not editing any of their photos either. The campaign not only promotes body positivity, but also inclusivity as it features women of colour, LGBT women, and women who may not fit the traditional, media-washed standards of what is 'beautiful.' The campaign includes models Felicity Hayward, Netsai Tinaresse Dandajena, and Emily Bador. It also features blogger Sam Rowswell and writer, Nylo. Across the Missguided website are quotes from all of the women about body positivity, accepting yourself, and not letting other people's opinions affect you. "We go through so much as a woman," reads one. "We are such amazing creatures." "Female empowerment is the constant uplift and appreciation for all women," reads another. The campaign also points out that "it's important to promote body confidence to make sure everyone is represented." #MakeYourMark has, understandably, attracted a lot of attention online. Many people have taken to Twitter and Instagram to praise Missguided for their inclusive campaign and to promote its message. https://twitter.com/ourfazinali/status/941443234307256322 https://twitter.com/froplusfashion/status/941497495489863681 https://twitter.com/totallyfetch_sa/status/940971110602076160 https://twitter.com/roseshaw/status/940713333849763840 You can read more about the #MakeYourMark campaign here.