Brand Goodbye Bread says it is “a community of the coolest girls in the room #GBSQUAD”, and some of their models are heavily tattooed and have a number of piercings.
And one model they feature in their campaign has a number of self-harm scars across her body.
A number of big retailers have embraced natural beauty, using plus size models, those with vitiligo and not photo-shopping out stretch marks or cellulite.
Which is why Goodbye Bread received a lot of praise for building on that and including models with these scars.
A spokesman told Metro.co.uk: “Body scars are a part of a person’s life journey that should not be photoshopped.”
“Goodbye Bread wants to show to all girls out there that they should love themselves and reject fashion’s unrealistic standards.”
A photo uploaded to Instragram of the model received more than 30,000 likes, with people commending her bravery.
One person wrote: “I’m happy that she’s modeling freely and confidently without worried about showing herself, but, just like we should look past the fact that people have stretch marks or cellulite, we should move past the fact that she has scars.”
Another wrote: “The industry should be more open to models with scars!!! This is so empowering.”
A third said: “Good for her for not letting her past define her future, we should be empowering each other and embrace our bodies no matter what.”
And another wrote: “I find it inspiring to see a model that’s got self harm scars and I applaud you for not discriminating against her for it.”
But some people feared it could lead to the practice becoming normalised.
One person asked: “I think she is beautiful why she need to cut herself. Maybe she need help?”
Another person, who went through something similar, said: “I’ll never be proud of my scars because I don’t like romanticizing mental illness and I’m not proud of what I did to my body but ill own up to it.
“Hurting yourself is a sad reality but it’s becoming a mainstream fad for some f***** reason.”
A third person added: “Some people may get triggered by it and it could set people off to self harm, I’m not saying she can’t love herself but some people suffer from baby cut syndrome, personally I do, which can also set people off.
“She is lovely and I encourage he to embrace herself but I know lots of people who may struggle with seeing this.”
This person thought: "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."
But Asimoula Georgiadi, co-founder of Goodbye Bread, defended the use of the model.
They told Metro.co.uk: “We believe that not editing body scars is an important step toward encouraging body positivity and self-confidence.
“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.”
ASOS was praised for using un-retouched plus-size models.
And this 45-year-old mum shed four stone to become a bikini model.
This plus size model was sick of covering up on the beach so she designed her own swimwear range.
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