In a major win for body positivity, ASOS, one of the biggest players in the e-commerce game, has taken a stand against retouching their swimwear models. Instead, the online retailer is opting to show these real women exactly as nature made them — stretch marks, acnes scars, and all.

In an industry that is riddled with inconsistency in its imagery, shoppers want to see that the models showing off clothes are just like them — real. The photos show that stretch marks and acne scars don’t make the models any less beautiful (why would they?!), and they don’t steal focus from the task at hand: shopping for stylish swimwear.

Eagle-eyed fans noticed the subtle change and took to Twitter to celebrate the brand on prioritizing, not hiding, natural beauty. It’s fair to says, ASOS is getting some major props:

It might be a small step, but it’s a step in the right direction toward showing real bodies in photos. ASOS sent a strong body positive message by refusing to airbrush their models, and showing that women of any size can have (and show off) stretch marks. Keep on keeping on, ASOS!

How do you feel about ASOS’s confidence-boosting move? Tell us @BritandCo!

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(h/t Instyle; photos via ASOS)