'Thank you for realistic female bodies' - everyone's loving ASOS for not retouching models' stretch marks
Online retailer ASOS is being praised for not airbrushing images of models promoting swimwear and lingerie on the site.
Shoppers have taken to social media to thank the brand for helping to make 'natural' to be seen as 'normal' and to share the 'beautiful' images.
In the shots, stretch marks can be seen on both slimmer and curvy models.
“So impressed with ASOS for not airbrushing the model's stretchmarks. She looks amazing!” one Twitter user said in a post which has since been liked more than 158,000 times, with nearly 48,000 retweets.
“'ASOS not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are," wrote another.
It's a popular move at a time when consumers are tired of unnatural images which have been airbrushed and filtered.
However, ASOS are not the first to use untouched images. New Zealand brand Lonely, Aerie and Rheya swimwear have all used natural images of women in their ads.