This model’s stretch marks were visible in a fashion ad and women are loving it

Images of models that have been digitally manipulated to make them look flawless — aka Photoshopped images — have long been blamed for the development of unrealistic body images and eating disorders among teens. But despite an anti-Photoshop movement that began around 2014 when Modcloth became the first retailer to sign a “No Photoshop” pledge, there’s still far more companies that digitally alter than don’t.

That’s why when a fashion retailer like Boohoo posts images that show visible stretch marks on its models, women take to social media to rejoice.

“I find this so amazing!” wrote Facebook user Cheryl Adele in a post that has since gone viral and racked up more than 3,000 comments and 100,000 reactions. The post showed a Boohoo ad that featured a model with visible stretch marks on her leg.

“Even on a massive clothing brand like Boohoo they haven’t photoshopped away the models stretch marks!” Adele wrote. “This is what girl power is all about! And every woman has imperfections. It shouldn’t be photoshopped away to give unrealistic expectations! It’s what makes us who we are! It’s reality.”

She wasn’t the only one who lauded Boohoo for its untouched images.

“Growing up my stretch marks were my biggest insecurity,” wrote Twitter user @MymillaUK. “I tried every cream, oil & scrubbing technique but only one thing worked … accepting that they were mine & there for life @boohoo You don’t know how much this helps with acceptance.”

“So impressed with Boohoo using real women, with lumps, bumps and stretch marks,” read another tweet.

If you’re not familiar with Boohoo, it’s a U.K.-based online fashion store that sells a mix of clothes, accessories and shoes aimed at people in their teens and twenties. The company launched in the U.S. in 2012 and acquired Nasty Gal, the fashion company started by Sophia ‘Girlboss‘ Amoruso, several years later.

Although Boohoo’s non-Photoshopped images only recently went viral on social media, it seems that the company stopped altering its models’ bodies as far back as 2016, as the below tweet shows.

Boohoo is hardly the first retailer to show off a woman’s stretch marks. Retailers like Target, ASOS, Zara and Missguided have also stopped digitally erasing imperfections from photo campaigns and e-commerce sites. Hopefully, as more fashion companies continue to join this growing trend, there will be fewer Photoshop #fails and more images that support body positivity going viral in the future.