Clothing company ASOS has been praised for using images of models without retouching features on their bodies such as stretch marks.
The move was noticed by Twitter user Amy Rowlands, who shared a photograph of one of the women in question posing in a bikini from the brand Pull&Bear.
'So impressed with @Asos for not airbrushing the models stretchmarks👏🏼👏🏼' Amy exclaimed. 'She looks amazing!'
Her post has since recieved more than 45,000 retweets, with other social media users echoing her support for ASOS's body positive approach.
'My bum isn't that toned at all - wow... but so happy to see those zebra markings - THAT'S SO NORMAL! :D. Well done @ASOS x' one exclaimed, whilst another wrote: 'Couldn't agree more. It's so nice to see that these parts are not airbrushed out! At the end of the day, it's part of who we are :) 💞'
'Good spot! Love this. My 'stretch marks' are my tiger stripes. I've earned my markings fair and square 💪🏼' a third added.
'Yes Asos! She's beautiful, as are stretchmarks!' another cheered.
The model in the image Amy noticed isn't the only one displaying the visible stretch marks on the site, with a number of other models also being highlighted by fans of the development.
Image: ASOS
It's not the first time ASOS have been praised for their attitude towards women's bodies when photographing models for their site.
In 2016, another Twitter user, Olivia Tuffrey, applauded a snap which showed a model in a white swimsuit, with seemingly unedited stretch marks and what appeared to be acne scars on her face.
'WELL DONE ASOS 👏,' she said at the time, celebrating the honesty of the image. 'Faint stretch marks and acne scars that aren't hidden.'
Although the brand didn't comment on Olivia's post, they have replied to Amy, saying: 'Thanks for the lovely feedback Amy 😊'.
