Has Anyone Noticed Something Different About ASOS?

Photoshop has become a standard part of the images we see every day—tweaking and so-called perfecting them until the people in the images don’t exactly resemble their IRL selves. It almost becomes more surprising when a brand decides not to airbrush a photo, and a perfect example of that today is courtesy of ASOS.

Just a couple days ago, several tweets about the UK brand garnered tons of attention when they called out the fact that ASOS’s swim models were seen with stretch marks across their bodies. “So impressed with @Asos for not airbrushing the models stretchmarks,” shared user @amyrowlandsx, along with a photo. At this moment, that post is just shy of 50,000 retweets.

While the model depicted in the image is slim and smaller than the 67% of women who currently wear a size 14 or above in the U.S., the sight of the stretch marks has been a positive addition. Fellow Twitter users shared messages like “She looks like a real human being, that’s even better than looking amazing in a swimsuit,” and Love this. My ‘stretch marks’ are my tiger stripes. I’ve earned my markings fair and square.”

ASOS declined to comment at this time, but it seems as though its images—and lack of retouching—are communicating that for themselves. Here’s hoping fellow brands follow this lead.

Scroll down below for a look at the tweet that started it all.

Up next: How tall are models anyway? We did the math, and the numbers may surprise you.