As part of their #MakeYourMark brand campaign, fashion brand Missguided has made a pledge to "never retouch our models' perfect 'imperfections' out". And their latest video starring plus-size model Felicity Hayward will leave you feeling seriously inspired.
The advertising campaign features untouched imagery of models, embracing stretch marks and other perceived flaws.
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Felicity comments, "I think it's super important that we promote body confidence because let's face it, we were all born into this world as an individual and our individuality makes us so beautiful. I wanted to be a part of the #MakeYourMark campaign because it's something that's so important, and it just feels so close to home for me."
Along with their pledge to stop retouching, Missguided is on a mission to "inspire babes the world over to love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection."
Dressed in a black thigh high boots with matching bra, knickers and fluffy faux fur coat, Felicity looks incredible but it's her motto that really stands out:
"My name is Felicity Hayward. I absolutely love my booty, I'm not gonna lie about it. My biggest motto in life is 'self love brings beauty'. We go through so much as a woman, through our bodies, through our mental health, through everything. We are such amazing creatures and when we can just work together and support each other it's such a beautiful thing."