Last week large clothing brand Missguided was praised for not editing out models' stretch marks.

It was reported that Missguided had stopped airbrushing models, leaving their stretch-marked bodies untouched in all their glory.

Without any noise, the brand discreetly began uploading pictures of models in their clothes that had seemingly been left untouched by heavy-handed editors.

With a huge proportion of women being affected by stretch marks, it was a welcome change to the overly photoshopped and unrealistically flawless models often seen on retailers' websites.

Over 90% of women have either stretch marks, cellulite, or both, finally signalling a move towards representing what actual women's bodies look like.

@Missguided thank u for letting us see models with stretch marks 🙏🏽 #realbeauty pic.twitter.com/zKZxJwVsbK

— spiritualgangster 💎 (@emazing_lne) May 24, 2017

How refreshing to actually see genuine un-edited photos of female models. Well done @Missguided I'm SO proud of the message this conveys x pic.twitter.com/EBedySfz6I

— marnie (@marniepolk) November 4, 2017

So much respect for @Missguided having their models show off there stretch marks ✨ pic.twitter.com/zvUIRIEWC3

— JΔZZ (@JazzHarper_) October 4, 2017

However, whilst many grateful women praised the move, some more skeptical, and perhaps realistic people, began to inspect the photos a little closer.

Closer inspection revealed that in an effort to seem more inclusive, representative and empowering, Missguided ended up being the opposite.

Some Twitter users began to accuse the brand of actually photoshopping the stretch marks ONTO models.

very bad photoshop from missguided imo pic.twitter.com/iBZsoO9w2j

— Jasmin Powis (@jaspowis) November 8, 2017

@Missguided I’m sorry, I don’t understand how this brand keeps denying that they’ve photoshopped stretch marks onto this model, but from these two images you can clearly see the marks aren’t the same! If you’re trying to show natural beauty, don’t photoshop it in. pic.twitter.com/nxRyynKQc9

— no (@wegmells1) November 11, 2017

can’t believe people are praising this when it’s so obviously edited on

— Jasmin Powis (@jaspowis) November 9, 2017

like I’m all for showing natural beauty and stretch marks etc because they’re normal but photoshopping them in after making a big deal about not photoshopping them... ok

— OJ (@orlajessica) November 11, 2017

The Twittersphere and women as a whole are overwhelmingly disappointed. Whilst representing flaws in all their unfixed glory is always encouraged, purposefully doctoring them on to appear inclusive for the sake of profit is pretty low.

If you take a closer look at their photos, you don't need to be a photoshop expert to see the alarm bells:

A simple zoom in on the photos shows a bobbled and jagged looked leg, revealing that the stretch marks have been superimposed onto the model.

Quick to defend themselves, Missguided issued a statement saying:

‘We would like to add that all accusations that we have Photoshopped on stretch marks are entirely untrue. Our aim is to inspire body positivity, so our policy is to not Photoshop out what are generally perceived as ‘flaws’. Photoshopping them on would negate our message, which is all about celebrating who you are and not striving for unrealistic perfection.’

Negate their message, indeed. People aren't buying Missguided's flimsy statement, further criticising the brand for adding the stretch marks for good PR rather than because it's the right thing to do.

@missguided are getting praise for 'not photoshopping out stretch marks' on their models. Yet when you zoom on a recent social post it reveals the WORST PHOTOSHOP EVER. (Added stretch marks? Resizing? Who knows). Do it cause it's the right thing to do. Not for the headlines. FFS pic.twitter.com/OGJqAlu8C8

— Megan (@_megandorothy) November 9, 2017

Brands seeking to champion body positivity should seek to do so through natural means, rather than forcing it for the sake of cashing in on good press and headlines.