Online shop ASOS has been featuring lingerie and swimwear models with stretchmarks and acne scarring on full display – and the internet can’t get enough of it.

ASOS has made no official announcement to confirm a change in its airbrushing policy, but customers are noticing the use of unedited images of women.

And while leaving in models’ “flaws'”may seem like a small change, it has the potential to change the way the way women judge their own bodies and shop for lingerie and swimwear.