Fashion retailers are becoming more body positive and inclusive in their designs and advertising.
Goodbye Bread, a fashion online retailer, has taken the movement one step further by featuring models with body scars, including ones from self-harming.
As part of their #GBSQUAD campaign, the brand is recruiting unique models such as Instagram sensation Jazelle to break fashion norms.
Body scars are a part of a persons life journey that should not be photoshopped, they told Metro.co.uk.
Goodbye Bread wants to show to all girls out there that they should love themselves and reject fashions unrealistic standards.
After sharing the first unretouched photo on the brands Instagram account, fans flocked to it to praise and encourage others to follow suit.
What a beautiful model wrote one.
Thanks for showing a woman with self-harm scars. It really gives off a hopeful feeling. A lot of us have been in similar situations and this is so uplifting. Theres nothing to be embarrassed about – everyone has their own personal journey.
Id like to thank you for using a model with scars, and not discriminating against her for having them. It really shows that you are still beautiful, even with your scars, wrote another.
Many users have also shared their own battle stories with self-harm and said Goodbye Bread left them with hope.
One former model said: I gave up modelling because as I got further into it I had to show more and more skin, but felt I couldnt because of my scars. Thank you for having real models with real stories on your page.
However, some were concerned that the images might trigger those whove struggled with self-harming in the past and worried campaigns like this might normalise cutting.
This may be a good way to uplift people with self-harm scars but I fear it may be also a way of normalising it wrote one user.
It was echoed by another, who wrote: The focus should be on the swimsuit they are selling, not the models scars. If people stared at and pointed out my scars all the time, I would not be happy about it and end up hiding it, even if it was positive commenting like this.
Asimoula Georgiadi, co-founder of the company told Metro.co.uk, we still need images like these.
We believe that not editing body scars is an important step toward encouraging body positivity and self-confidence, she said. Showing to all girls out there that have been under a similar situation that they are beautiful no matter what they go through.
Goodbye Bread is not just a store, we are a community of girls and it is important that our actions celebrate individuality and empower girls to be themselves.