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Boohoo Posts Image Without Photoshopping Model’s “Imperfections” Out And The Internet Is Saying FINALLY
If you have ever flipped through a magazine, watched a commercial, or passed an ad poster in the subway you might have felt a pang of envy. The envy that comes from seeing gorgeous photo models and celebrities with ultra-smooth skin and beautiful bodies. Well, Bored Panda is here to tell you not to fall into the unrealistic beauty standards’ wormhole that is the ad world.
Don’t feel too bad if you have been trapped by these advertising companies. They receive an enormous amount of help from their best friend, Photoshop, which eliminates acne, lines, and fat creating that perfect body image. Well, the fashion company Boohoo decided they would break from the old advertising model and are getting praised across the internet for their ad campaign choice. The brand posted pictures of models proudly baring showing their natural beauty, including stretch marks, with no photoshop tricks in sight. While they are not the first company to introduce a ‘real women’ style campaign targeting inclusivity, people enthusiastically shared their appreciation through re-posts and positive comments. Scroll down below to see the Boohoo models in all of their un-photoshopped glory!
A post by a Facebook user has gone viral, drawing attention to the brand Boohoo
Boohoo decided not to edit out the models natural stretch marks
You can still find pictures of the same model with her ‘imperfections’ photoshopped out
But it looks like Boohoo is sticking with the natural look, showing off marks on other models as well
Several other companies have already taken this path for their ad campaigns
CVS announced that they will no longer photoshop their beauty ads last year
People are excited about Boohoo joining the natural beauty wave
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What do you think ?
Wanda Queen 6 years ago
1. This is wonderful 2. Am I just getting old.....or are others out there wondering who'd want to wear a jumper they have to pick out of their crack all damn day? 3. Get off my lawn!
LOttawa 6 years ago
1: yes it is 2: no you are not (I don't what that up my behind either) 3: you get off MY lawn you pesky little kid (oh God... Please send help I think im possessed by an old man)
Load More Replies...
Yvonne Bernal 6 years ago
I LOVE that they encourage us to "be yourself" in a world that constantly encourages us to be someone else.
Juana 6 years ago
Yvonne is back! I always love your comments. Good to see you.
Load More Replies...
Nadine 6 years ago
When we stop calling stretch marks "FLAWS", then we will be getting somewhere. They are just normal. Glad to see this though.
Echo 6 years ago
I don't even notice the ones I have. Them being on a woman don't detract from da butt. :)
Load More Replies... 
Deneille Smith 6 years ago
The last butt pic IS EDITED !! Look at the left side of the but cheek there is clearly a image alteration there !!!!!!!!!!!!!!!!!
Echo 6 years ago
If I must go look at the butt pics some more. "Butt" only because you are forcing me too!
Load More Replies...
Andrea Koelling 6 years ago
I don't have trouble with seeing stretch marks, but I could do without seeing all the a*s flossing.
Meowton Mewsk 6 years ago
Exactly. Which is why companies need to stop pretending that these women are flawed or average. They are all supermodel level gorgeous.
Load More Replies...
diane a 6 years ago
We should just stop calling them "stretch marks" - this implies a fault/flaw. they are growth marks. I had these by age 16 from a sudden puberty spurt.They are mainly confined to us women either by weight gain/loss or pregnancy (creating new life) - we should wear them with pride
Greg T 6 years ago
Ya, so about that last butt pic... The left side has been edited by a 4 year old using MS Paint. Pretty much ruins their "Look at us we don't edit" pedestal they are on. Now that their credibility is shot, some of these look like they have actually been enhanced to highlight the marks, unless we are supposed to believe that these very young girls all have perfect complexion, skin and makeup, yet all have these bright stretch marks all about the same place, and no flaws anywhere else....
Bear Trapp 6 years ago
Everybody is way too hung up on what they see on TV and magazines. C'mon people. You know those things don't represent reality. Get with it.
noitall man 6 years ago
whatever, these women are still not realistic. they are all beautiful and young. Why not take pics of a 48 year old who has a few lbs on her???
Monika Rhodes 6 years ago
When it's photoshopped out- first girl with yellow suit- there is a werd gap there and it looks strange.
Full Name 6 years ago
"Well Bored Panda is here to tell you not to fall into the unrealistic wormhole that is the ad world."---at least this time you are honest about it. This site is turning more and more into a social justice site. Not saying there's anything wrong with this article in the least, I'm just saying this site does have an agenda and it's nice they finally admit it because the social articles are very slanted in a particular direction.
birdhouse 6 years ago
I can never understand this need for "perfection". I have always found imperfections to be very sexy.
Full Name 6 years ago
Forget imperfections, all the time they edit out freckles. Look at old Lindsay Lohan pics, soon as she hit legal age they started giving her porcelain skin which made her look generic and boring.
Load More Replies...
Blue Cicada 6 years ago
So, wait--these models are looking "normal". Does that mean it's ok to be normal?!
Robin Goodfell 6 years ago
For the record, all of these closes look like they could give me a wedgie!
Krystine Patterson 6 years ago
I thought you couldn't actually be a model if you had stretch marks aka flaws? I've seen documentaries about agency's that rejected gorgeous young women who may've been the right height yet who were considered too flawed. Eg, boobs to big, stretch marks or wobbly thigh bits, even though they were a size 6 or 8...
JD Higginson 6 years ago
When I was in Middle School I started throwing up all my meals. By the time I was in 10/11th grade I weighed "91lbs". I'm 5'6" and even with the weight loss I still had a DD chest. I was brought up during the "Super Model" time where everyone wanted to be them. I worked out relentlessly & even passed out a few times from dehydration. All I ate was peanuts and raisins or a bowl of lettuce. I am now paying for that. At 32 I've been diagnosed w/osteoporosis. Wouldn't it be amazing if people loved you for who you are and not what you look like.
Veronica Niechajczyk 6 years ago
My biggest question is, is why do so many of these thin chicks all have stretch marks? I only got mine when I gained a bunch of weight.
Renee Aitken 6 years ago
i think it's great, i hate seeing models or women close to my age if there are any with no wrinkle, stretch marks, scars, etc. congraats to companies who are not air brushing and going the natural way the way they should!
Emy Loves 6 years ago
Should we even care if the models are beautiful or flawed or both. Aren't we supposed to be noticing which booty romper we want to purchase? ;) The reality of it all is sad when I think about it though. Are we buying the product or the model? But YES! It's about time that all the photoshopping comes to an end. It really can distort women's, especially young girl's, minds. And I think it creates very unrealistic expectations for men as well; for themselves and for the women they seek. What in the heck is the point of drastically changing how one looks anyway? Hopefully more companies catch on!!! :)
Hugo Raible 6 years ago
Well done, Boohoo, you got some nice attention. Let's see whether you keep up with it or silently start ze shoppin' again.
Stacy Lampron 6 years ago
These photos are altered. To ADD the stretch marks. None of these photos show actual stretch marks. Real marks don't happen in the direction or shape of these and they certainly don't happen on these women. This is BS.
Stacy Lampron 6 years ago
If you are going to be real, be real. Don't show a size 00 with stretch marks. Show me a 14 with stretch marks on the front of her belly. Or the front of her thighs. That's real.
Load More Replies...
RaroaRaroa 6 years ago
I didn't even realise young models like this would have stretch marks. I thought they came from rapid weight gain, like pregnancy. I'm almost 50, a mum and have no stretch marks (got lucky there, but plenty of other faults) so I've learned something today.
Jarno Flinkers 6 years ago
Are these models perfect? No. Are these models beautiful? Hell yeah. If you are proud of yourself, you don't need the opinion of others. Be who you want to be, be happy if others choose to be different.
Chris Sprucefield 6 years ago
Finally a brand that gets it, and just puts it up as it really is. I'm tired of the fake reality of today....
marie elle 6 years ago
I have stretchmarks everywhere, broad as a finger, but not on my buttcheeks. Strange. Or I havent seen them before. I'm gonna look. Right now. Sure gonna find someth...
jovas rifa 6 years ago
Im not ashamed of my scars or strechmarks, those are my battle reminders of my choises
Aleksandra 6 years ago
That's great! I love this as an owner of some stretch marks and other imperfections on thighs. I don't like mine imperfections but i tolerate them as they are just nature! We should all know that this is just life and nothing to be ashamed of, ofc you can still not like yours imperfections and fight them but never shame anyone for theirs imperfections!
Meowton Mewsk 6 years ago
This is nonsense, to be polite. To insinuate that a size zero 5’11” model with a perfect jawline, lips and breasts is “imperfect” for having stretch marks is total BS. These companies are liars and are SO uncomfortable at the idea of imperfection that they market “99.999999999% perfection” as imperfect and therefore we should all relate. If they were honest there would be other body types, other levels of facial attractiveness, other lip and eye shapes, other butt shapes, other flaws. Stretch marks on a perfect body are not “flaws.”
Morgan 6 years ago
They are a company who want to sell their clothes. They are hardly going to chose a model who is ordinary looking and lumpy bummed. Get some reality yourself. It is all about the look. People are not going to buy clothes if they don't show them looking fabulous.
Load More Replies...
Master Markus 6 years ago
I really like this, as it's common for people to become very self-conscious of things that you don't see other people show, like stretch marks or birthmarks, but seeing that people who are considered beautiful also have these things allows one to see themselves as "normal" rather than ugly.
Kenny Kulbiski 6 years ago
Yeah, I feel sorry for these models. I'm sure those ugly stretch marks cramp their social life.
Kiahna 6 years ago
Not all stretch marks are the same. There isn't a certain way that stretch marks have to be. They're all real.
Load More Replies... Monika Rhodes 6 years ago
More women would be happier is magazines etc wouldn't be showing down their throats the idea that photoshop is better than being yourself.
Load More Replies...
Pamela24 6 years ago
Hopefully not. All these positive reactions from people make a great advertisement for them, I really hope that that will send a message to the management to keep doing this.
Load More Replies...
Wanda Queen 6 years ago
1. This is wonderful 2. Am I just getting old.....or are others out there wondering who'd want to wear a jumper they have to pick out of their crack all damn day? 3. Get off my lawn!
LOttawa 6 years ago
1: yes it is 2: no you are not (I don't what that up my behind either) 3: you get off MY lawn you pesky little kid (oh God... Please send help I think im possessed by an old man)
Load More Replies... Yvonne Bernal 6 years ago
I LOVE that they encourage us to "be yourself" in a world that constantly encourages us to be someone else.
Juana 6 years ago
Yvonne is back! I always love your comments. Good to see you.
Load More Replies... Nadine 6 years ago
When we stop calling stretch marks "FLAWS", then we will be getting somewhere. They are just normal. Glad to see this though.
Echo 6 years ago
I don't even notice the ones I have. Them being on a woman don't detract from da butt. :)
Load More Replies... Deneille Smith 6 years ago
The last butt pic IS EDITED !! Look at the left side of the but cheek there is clearly a image alteration there !!!!!!!!!!!!!!!!!
Echo 6 years ago
If I must go look at the butt pics some more. "Butt" only because you are forcing me too!
Load More Replies... Andrea Koelling 6 years ago
I don't have trouble with seeing stretch marks, but I could do without seeing all the a*s flossing.
Meowton Mewsk 6 years ago
Exactly. Which is why companies need to stop pretending that these women are flawed or average. They are all supermodel level gorgeous.
Load More Replies... diane a 6 years ago
We should just stop calling them "stretch marks" - this implies a fault/flaw. they are growth marks. I had these by age 16 from a sudden puberty spurt.They are mainly confined to us women either by weight gain/loss or pregnancy (creating new life) - we should wear them with pride
Greg T 6 years ago
Ya, so about that last butt pic... The left side has been edited by a 4 year old using MS Paint. Pretty much ruins their "Look at us we don't edit" pedestal they are on. Now that their credibility is shot, some of these look like they have actually been enhanced to highlight the marks, unless we are supposed to believe that these very young girls all have perfect complexion, skin and makeup, yet all have these bright stretch marks all about the same place, and no flaws anywhere else....
Bear Trapp 6 years ago
Everybody is way too hung up on what they see on TV and magazines. C'mon people. You know those things don't represent reality. Get with it.
noitall man 6 years ago
whatever, these women are still not realistic. they are all beautiful and young. Why not take pics of a 48 year old who has a few lbs on her???
Monika Rhodes 6 years ago
When it's photoshopped out- first girl with yellow suit- there is a werd gap there and it looks strange.
Full Name 6 years ago
"Well Bored Panda is here to tell you not to fall into the unrealistic wormhole that is the ad world."---at least this time you are honest about it. This site is turning more and more into a social justice site. Not saying there's anything wrong with this article in the least, I'm just saying this site does have an agenda and it's nice they finally admit it because the social articles are very slanted in a particular direction.
birdhouse 6 years ago
I can never understand this need for "perfection". I have always found imperfections to be very sexy.
Full Name 6 years ago
Forget imperfections, all the time they edit out freckles. Look at old Lindsay Lohan pics, soon as she hit legal age they started giving her porcelain skin which made her look generic and boring.
Load More Replies... Blue Cicada 6 years ago
So, wait--these models are looking "normal". Does that mean it's ok to be normal?!
Robin Goodfell 6 years ago
For the record, all of these closes look like they could give me a wedgie!
Krystine Patterson 6 years ago
I thought you couldn't actually be a model if you had stretch marks aka flaws? I've seen documentaries about agency's that rejected gorgeous young women who may've been the right height yet who were considered too flawed. Eg, boobs to big, stretch marks or wobbly thigh bits, even though they were a size 6 or 8...
JD Higginson 6 years ago
When I was in Middle School I started throwing up all my meals. By the time I was in 10/11th grade I weighed "91lbs". I'm 5'6" and even with the weight loss I still had a DD chest. I was brought up during the "Super Model" time where everyone wanted to be them. I worked out relentlessly & even passed out a few times from dehydration. All I ate was peanuts and raisins or a bowl of lettuce. I am now paying for that. At 32 I've been diagnosed w/osteoporosis. Wouldn't it be amazing if people loved you for who you are and not what you look like.
Veronica Niechajczyk 6 years ago
My biggest question is, is why do so many of these thin chicks all have stretch marks? I only got mine when I gained a bunch of weight.
Renee Aitken 6 years ago
i think it's great, i hate seeing models or women close to my age if there are any with no wrinkle, stretch marks, scars, etc. congraats to companies who are not air brushing and going the natural way the way they should!
Emy Loves 6 years ago
Should we even care if the models are beautiful or flawed or both. Aren't we supposed to be noticing which booty romper we want to purchase? ;) The reality of it all is sad when I think about it though. Are we buying the product or the model? But YES! It's about time that all the photoshopping comes to an end. It really can distort women's, especially young girl's, minds. And I think it creates very unrealistic expectations for men as well; for themselves and for the women they seek. What in the heck is the point of drastically changing how one looks anyway? Hopefully more companies catch on!!! :)
Hugo Raible 6 years ago
Well done, Boohoo, you got some nice attention. Let's see whether you keep up with it or silently start ze shoppin' again.
Stacy Lampron 6 years ago
These photos are altered. To ADD the stretch marks. None of these photos show actual stretch marks. Real marks don't happen in the direction or shape of these and they certainly don't happen on these women. This is BS.
Stacy Lampron 6 years ago
If you are going to be real, be real. Don't show a size 00 with stretch marks. Show me a 14 with stretch marks on the front of her belly. Or the front of her thighs. That's real.
Load More Replies... RaroaRaroa 6 years ago
I didn't even realise young models like this would have stretch marks. I thought they came from rapid weight gain, like pregnancy. I'm almost 50, a mum and have no stretch marks (got lucky there, but plenty of other faults) so I've learned something today.
Jarno Flinkers 6 years ago
Are these models perfect? No. Are these models beautiful? Hell yeah. If you are proud of yourself, you don't need the opinion of others. Be who you want to be, be happy if others choose to be different.
Chris Sprucefield 6 years ago
Finally a brand that gets it, and just puts it up as it really is. I'm tired of the fake reality of today....
marie elle 6 years ago
I have stretchmarks everywhere, broad as a finger, but not on my buttcheeks. Strange. Or I havent seen them before. I'm gonna look. Right now. Sure gonna find someth...
jovas rifa 6 years ago
Im not ashamed of my scars or strechmarks, those are my battle reminders of my choises
Aleksandra 6 years ago
That's great! I love this as an owner of some stretch marks and other imperfections on thighs. I don't like mine imperfections but i tolerate them as they are just nature! We should all know that this is just life and nothing to be ashamed of, ofc you can still not like yours imperfections and fight them but never shame anyone for theirs imperfections!
Meowton Mewsk 6 years ago
This is nonsense, to be polite. To insinuate that a size zero 5’11” model with a perfect jawline, lips and breasts is “imperfect” for having stretch marks is total BS. These companies are liars and are SO uncomfortable at the idea of imperfection that they market “99.999999999% perfection” as imperfect and therefore we should all relate. If they were honest there would be other body types, other levels of facial attractiveness, other lip and eye shapes, other butt shapes, other flaws. Stretch marks on a perfect body are not “flaws.”
Morgan 6 years ago
They are a company who want to sell their clothes. They are hardly going to chose a model who is ordinary looking and lumpy bummed. Get some reality yourself. It is all about the look. People are not going to buy clothes if they don't show them looking fabulous.
Load More Replies... Master Markus 6 years ago
I really like this, as it's common for people to become very self-conscious of things that you don't see other people show, like stretch marks or birthmarks, but seeing that people who are considered beautiful also have these things allows one to see themselves as "normal" rather than ugly.
Kenny Kulbiski 6 years ago
Yeah, I feel sorry for these models. I'm sure those ugly stretch marks cramp their social life.
Kiahna 6 years ago
Not all stretch marks are the same. There isn't a certain way that stretch marks have to be. They're all real.
Load More Replies... Monika Rhodes 6 years ago
More women would be happier is magazines etc wouldn't be showing down their throats the idea that photoshop is better than being yourself.
Load More Replies... Pamela24 6 years ago
Hopefully not. All these positive reactions from people make a great advertisement for them, I really hope that that will send a message to the management to keep doing this.
Load More Replies... 
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