18 Amazing Body Positive Brands That Don’t Retouch Their Models

Sometimes it’s easy to tell when a photo has been retouched. The internet is full of photoshop fails that leave gorgeous models with impossibly smooth skin, freakishly long limbs, or extra arms. But it’s not those pictures that scare me – it’s those subtle, sneaky ones that convince us that real people really can look like that. They set unrealistic standards for beauty and can be extremely damaging for our self-esteem. Some countries are taking a stand against retouching; Norway has recently introduced groundbreaking legislation that requires advertisers and influencers to label their retouched images. But until the rest of the world catches up, it’s up to us to figure out which pictures are retouched or not. And that can make shopping difficult, especially when you want to see how clothes look on a real body or support brands that don’t retouch their models.

That’s why I have been on a mission to round up the best brands on the internet that don’t retouch their beautiful and diverse models. I’ve separated this list into a few different categories so you can click around and shop whatever you’re searching for. Here’s to seeing more real people just like us when we shop online!

Disclaimer: This post includes affiliate links. That means that if you decide to make a purchase, I will receive a small commission at no extra cost to you. Thank you for your continued support!

Clothing Brands That Don’t Retouch Their Models

Universal Standard

Universal Standard is one of the most inclusive brands out there – but they’re hoping to change that by setting a universal standard for the fashion industry and creating industry-wide change. They carry sizes 00-40 and showcase unretouched models of every body type. And they have an unbelievable fit liberty guarantee; if you size changes (up or down) within a year you can exchange for your new size totally free of charge!

ASOS

UK brand ASOS is another label that’s made a major shift in how they edit images. Their retouching policy reads: “through our Retouching policy, we commit to never removing anything that’s part of who someone is, like stretch marks, scars or moles. We never reshape people’s bodies.”

Modcloth

It’s hard to make a post like this without mentioning Modcloth. In 2014 Modcloth was one of the first brands to take a pledge to stop photoshopping their models. And they hasn’t stopped there! Their site and social media feeds are often filled with gorgeous models of all sizes, shapes, ages, and colours, completely unretouched. Plus, many of their unique, retro-inspired styles offer a few model options so you can get a feel for how the garments will look on different body types.

Karina Dresses

Karina Dresses makes shopping for dresses fun! They style their fun and flowy dresses on models of all types – including some unretouched older ladies which is SO rare to see in the fashion industry. Plus, they have an entire section called “dresses with pockets“. Need I say more?

Recommended Post: The Best Mid-Size Inclusive Clothing Brands

Activewear Brands That Don’t Retouch Their Models

Girlfriend Collective

Girlfriend Collective is a brand that promotes taking care of your body AND the environment. They offer clothing made of recycled plastic bottles, fishing nets, and discarded cotton that is both high-performance and eco-friendly. Their activewear models are never retouched and come in all shapes and sizes! Shopping at Girlfriend Collective feels good for the environment and for our body image.

DAY/WON

For a long time, it was nearly impossible to find high-performance activewear for women over a size 10. DAY/WON saw that problem and decided to solve it by creating their super inclusive, stylish, and functional activewear lines. Each of their pieces is offered from a size 0-32 with no exceptions, and the beautiful models of every size make this brand truly body positive.

Superfit Hero

Healthy living shouldn’t be gatekept by your size. It is so amazing to see a brand like Superfit Hero acknowledge this and truly run with it! Their selection encompasses and celebrates sizes L-7XL. They also offer a super cool Body Positive Fitness Finder on their site that helps you find body acceptance or joyful movement fitness classes and programs near you!

Beyond Yoga

Beyond Yoga creates super soft and comfortable yoga gear that truly goes above and beyond. Current sizing goes up to a 3X with plans to expand in the future – plus their models have hip dips, bellies, cellulite, and tattoos, just like real yogis everywhere!

Shefit

Have you been searching for a sports bra that actually fits? Look no further! Shefit has created a series of sports bras that offer unparalleled control and lift. You can even book a live video consultation with one of their fit experts to find your perfect fit!

Recommended post: Joyful Movement, Explained. Here’s How You Can Make Exercise Fun!

Swimwear Brands That Don’t Retouch Their Models

Summersalt

Shopping for well-fitting and flattering swimwear sometimes feels more frustrating than fun. Summersalt is trying to change that. Seeing their gorgeous designs on real and unretouched models was such an empowering experience for me. Especially this beautiful model showing off her KP (red bumps on her arms), one of my biggest insecurities when it comes to baring my arms in a swimsuit. Seeing those insecurities proudly modeled on their site was a huge reminder of why this no-retouching movement is SO important.

Saint Somebody

Australian swimsuit brand Saint Somebody was created for the average woman – literally! They carry sizes 8-20 and showcase their designs on gorgeous average-sized women, complete with stretch marks, rolls, cellulite, and beautiful, confident smiles.

Kitty and Vibe

Kitty and Vibe is serious about using models that really represent their community – so serious that they’ve put out a call for customers to apply to be models on their site! They’ve also revolutionized sizing by differentiating between hip and butt measurements to create your perfect fit that’s not too skimpy OR saggy.

Alpine Butterfly

Have you ever noticed that smaller-sized swimwear tends to be skimpy and sexy while larger sizes are stuck with tankinis and swim skirts? If you’re looking for sex appeal in a larger size range, you need to check out Alpine Butterfly! There is no size restriction to have a hot girl summer!

Recommended Post: 7 Daily Habits That Will Boost Your Body Image + Self-Esteem

Lingerie Brands That Don’t Retouch Their Models

Knotty Knickers

Body positive, affordable, and adorable underwear subscription box? Sign me up! Knotty Knickers doesn’t just strive for body size diversity when choosing their models – they often showcase models with body hair, skin conditions, disabilities, and more. Plus you can get up to three pairs of Knotty Knickers in your mailbox each month for between $3-9!

Aerie

It’s impossible to create a post like this without mentioning Aerie. This American Eagle sister store was one of the first to say no to retouching in 2014 with the launch of their #AerieReal campaign. Their unretouched realness has helped to usher in a new era of retouching in advertising – and I for one am so glad that they did.

Knix

Knix got their start with their revolutionary period-proof undies, but they’ve become so much more than that. Their mission is to focus on functional women’s undergarments that help you feel beautiful, comfortable, and confident in your own skin.

Savage X Fenty

Rihanna’s revolutionary Savage X Fenty promotes sex and body positivity for everybody and every body. While outdated brands like Victoria’s Secret are floundering, Savage X Fenty’s diverse and unretouched approach is offering lingerie that encourages you to feel sexy as you are rather than making you wish you were somebody else. They also offer a subscription service for 49.99 that gives you access to exclusive styles for a major lingerie drawer revamp!

Snag

Although they were originally known for their amazing, unsnaggable tights, Snag has now expanded to also offer skirts, chub-rub shorts, loungewear, and swimwear in sizes 4-36. They are all about creating clothes for the everyday woman – in fact, every image on their website is of a real Snag customer!

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Thanks for checking out some of these incredible brands with me! Do you have a favourite body positive clothing brand? What do you think about retouching? Let me know in the comments below!