ASOS has been applauded for posting unaltered images of models to their site.
Why the excitement? Because, the models have stretch marks. That's right, stretch marks.
Now, we'll admit it: we're kinda struggling to spot the marks.
But fans were quick to voice their enthusiasm as the images started going viral, taking to Twitter to share their thoughts.
The consesnus? Hat's off to ASOS for publishing images of "real women".
We'll join the chorus...