We really don't want this to be groundbreaking news, but, it kind of is. ASOS, the online retail giantess that it is, seems to have quietly stopped airbrushing its models' stretch marks.
The spot came from a couple of Twitter users who noticed the very normal, and honestly beautiful, stretch marks on some of the model's bodies.
Twitter loved the real depiction of these women's figures, explaining how empowering it was to see.
Obviously a lot of people threw some Kendrick Lamar at the situation.
But the message was clear: we like seeing stretch marks because most of us have them somewhere.
Unfortunately, it might look like some of the curve and plus-size models did not get the same treatment, though of course, these models might not actually have any.
For a while now, body-positive Instagrammers have spoken out about the strange stigma surrounding stretch marks which, as can clearly be seen in these fab shots of ASOS bikini models, are on women of all sizes and shapes.
Felicity Hayward, a plus-size model, spoke out to Allure about the confusion she felt when she saw the red marks appear on her body at 18-years-old.
Similarly Barbie Ferreira has been outspoken about the times people in the industry have been confused by her own.
During puberty or in quick weight or muscle gain, or when your pregnant, it's normal to gain these fine lines that will often go from red to pale.
Products like Bio-Oil are really effective in reducing these lines if you want and there are also procedures available, however, they will probably never go away, and why would you want them to?
These signs of growth, be it from babies, a nice big bum, new muscles or that extra inch you needed to go on the proper rides, are an important part of you who you are.
Like all the things that make up a person, they are nothing to be ashamed of and can be quite beautiful.
So ASOS, whether you forgot to airbrush or you are being low-key radical, please keep it up, and can other sites take note?