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Stretch marks have gone mainstream. Everybody has feedback

By Mattie Kahn
New York Times·
7 mins to read
Stretch marks have gone mainstream. Everybody has feedback
Iin the past decade, newer underwear brands have focused on so-called imperfections - stretch marks, in particular. Photo / Jeannette Spicer, The New York Times

When Marissa Vosper started the intimates brand Negative Underwear in 2014, she and her co-founder Lauren Schwab decided not to retouch women’s bodies in the marketing materials.

Vosper called the move “a no-brainer” — befitting a business that sells mostly sheer, wireless, ultra-minimal bras. There would be no #photoshopfails of

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