Skin & Body Care

Why People Are Freaking Out About This Model's Unretouched Stretch Marks

As Chrissy Teigen and most of the rest of us know, no matter what shape or size you are, stretch marks are a part of life. Which is why it's refreshing that we're finally starting to see them — unretouched — in major ad campaigns. The latest brand to hop on board? Boohoo, who went viral this week after customers spotted a photo on its website of a model whose stretch marks hadn't been edited out.

The model is wearing a yellow bathing suit, with her "stretchies," as Teigen calls them, on full display, and Twitter has taken notice. "So impressed with @boohoo using real women, with lumps, bumps and stretchmarks! #realbeautycomesfromwithin," wrote one user. "Growing up my stretch marks were my biggest insecurity. I tried every cream, oil & scrubbing technique but only one thing worked… accepting that they were mine & there for life⚡️@boohoo You don’t know how much this helps with acceptance ??????," shared another.

Stretch mark visibility is, slowly but surely, becoming more of a thing. Boohoo has followed the lead of other big-name brands like ASOS and Missguided, which have also stopped editing out their models' stretch marks. And in recent years, the #loveyourlines campaign has encouraged women to embrace their stretch marks instead of hiding them. Celebrities like Teigen, Amber Rose, and Barbie Ferreira have all spoken candidly about their own lines, bringing awareness to the fact that literally everybody has them — and they are NBD.

The best part about this viral Boohoo photo, though — and the proof that things in the fashion industry really are changing as far as representation and unretouching go — is the fact that Boohoo didn't issue a statement or make a big deal about the fact that they showed off a model's stretch marks in a photo. They just… did it. Here's hoping that some day, this type of thing won't even warrant a headline.

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