The move comes after its own study reveals that just under two-thirds of women admit that social media has changed their perception of themselves, and a further 39% confess they compare themselves to others online. The fast-fashion online retailer, which has a particularly strong social media following among young women and girls, said it wants to “drive positive change” ahead of “newly proposed UK legislations likely to come into play” with the launch of its latest social-driven campaign #boohoofilterfree.

It supports legislation that would make it illegal for influencers to post edited and filtered imagery without declaring the artificial alterations.Influencers and customers are being invited to post themselves ‘filter-free’ across social channels using boohoo’s dedicated Instagram no filter and the campaign hashtag “to spread awareness surrounding negative self image and how damaging comparison culture can be”.  The campaign will begin with Boohoo’s new standalone Instagram account @boohoohypegirl, “dedicated to empowering others to feel good about themselves, spreading positivity and encouraging people to be kinder online”.