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This Clothing Brand's New Swimsuit Campaign Is Not Photoshopped

And it stars body positivity advocate Charli Howard.
PHOTO: Instagram/desigual

For so long, the fashion industry has made us believe that all models fronting their campaigns and editorials are genetically perfect. Stretch marks? What are those? Cellulite. You've got to be kidding.

Thankfully, that's slowly becoming less of the situation these days, with more and more brands trying to keep it authentic with the imagery they put out. Spanish high street chain Desigual is the latest to join the movement, after releasing a summer campaign that features zero retouching.

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Model and body positivity advocate Charli Howard stars in the photo shoot—sans Photoshop, of course.

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In April, Charli sent an empowering message to her followers after she posted a photo on Instagram of her butt and thighs, cellulite and all. Part of her caption read, "I felt like my cellulite was shameful, or an oddity. It wasn't until I got older and saw other women's bodies that I realised HOW BLOODY NATURAL IT IS. It's nothing to be ashamed of… My cellulite isn't my favourite part of my body, nor is it something I shout from the rooftops about. But I know it doesn't make me any less ugly, or is something I need to feel embarrassed about."

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