That was the charge levied at Missguided in 2017, when shoppers accused the faster-fashion brand of photoshopping stretch marks onto models’ bodies. Rather than booking a model with stretch marks, Missguided decided to paint on their own, so they could ensure the striae were placed just so. This creative manipulation of a woman’s flaws is no more authentic than photoshopping them into oblivion, so that she is smooth like an egg. (The brand vehemently denies any photoshopping took place.)
