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The Swedish clothing brand H & M (Hennes & Mauritz) has decided to refuse to retouch photo models in swimsuits.
In the brand's online store has already released catalog mockups in swimsuits without the use of the editor.
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stretching, scars and wrinkles – the usual characteristics inherent to the female body.
Most buyers responded favorably to such an initiative. . Note that this policy helps ordinary girls to stop comparing themselves to the "ideal" models of photosensitive bodies.
In addition, by such a decision, the mark has demonstrated its attitude to body composition.
Remember the store of clothing, shoes and accessories online British Boohoo has already released photo models with stretch marks without retouching. The ASOS and Missguided brands also supported this initiative.
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