Nobody — and no body — is perfect. And thanks to a diminished reliance on photo editing, we are now starting to see that in the fashion and retail industries.

Take Missguided, for example. According to PopSugar, the British retailer is now featuring models with visible stretch marks in their photos. Posting two photos to Instagram of a model showing off their velvet lingerie set, PopSugar says the photo ditches Photoshop to highlight the natural markings on the model’s body.

While not all of their photos have been swapped for unretouched images, PopSugar reports “there are now a handful more in swimsuits and dresses that show off marks on their chests, legs, and backs.”

The move was largely lauded on social media, with one user telling other brands to “take note” of their effort, says PopSugar, because “our perfect ‘imperfections’ don’t need to be scrubbed out.”

Amen to that!