What started out as positive news has taken an unexpected turn.
Earlier this week, Missguided uploaded images of its new lingerie range, featuring models with unretouched stretch marks.
It’s a growing movement for major retailers, with Missguided quietly and without any fanfare stopping the removal of stretch marks and other ‘imperfections’.
The initial response to the process was hugely positive, with customers praising the brand for its real and unedited pictures of women.
But in an interesting turn of events, fans on the Missguided Instagram have now accused the brand of photoshopping stretch marks on.
In a statement to The Sun, a spokesperson for the brand refuted the claims. "We would like to add that all accusations that we have Photoshopped on stretch marks are entirely untrue.
Our aim is to inspire body positivity, so our policy is to not Photoshop out what are generally perceived as 'flaws'.
Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection."
Ultimately, the bigger picture is that it's a step towards normalising stretch marks, and that's something we can all get behind.