Missguided's new diverse mannequins come complete with natural body features and flaws

Pioneering young fashion brand Missguided has introduced new mannequins into its physical retail stores, which represent a range of ethnicities along with natural body features and flaws.

The mannequins, which come complete with features such as vitiligo and stretch marks, were customised for the brand by make-up artists making them exclusive to Missguided.

This move comes on the back of the brand's pledge to use un-retouched imagery and the launch in December of its #makeyourmark social media campaign. The brand says it has received 122,000 Instagram likes and 3,040 retweets since the campaign was launched.

Missguided was founded in Manchester by entrepreneur Nitin Passi in 2009 as an online brand specialising in fast fashion for young women. It went on to open concessions in Selfridges in Manchester and Birmingham and has opened two standalone stores in Westfield Stratford and Bluewater in Kent.