Many fashion brands are often criticized for featuring uber-lean models and airbrushing "flaws," a practice that creates a culture of unrealistic expectations and low self-esteem among consumers. However, ASOS is bucking the trend by featuring swimsuit models with stretch marks:

ASOS

ASOS

ASOS

And their fans are so here for it:



This content is imported from Twitter. You may be able to find the same content in another format, or you may be able to find more information, at their web site.

As someone who has always been ashamed of her stretch marks & felt I was the only 1 of my friends to have them, @ASOS are my #MVP! #asos ❤️ pic.twitter.com/nVbtg3p8Hr — ❤️AffairWithBeauty (@LoveaffairwithB) June 29, 2017

Some of ASOS's featured models also have birth marks and acne scars — because guess what? Those can be just as beautiful too.

ASOS has exercised size inclusivity for a while now — their plus-size line, ASOS Curve, launched in 2010, and their men's tall and plus-size lines debuted earlier this year — but the retailer's latest move to include model's skin imperfections continues to move the needle toward self-acceptance.

Until every woman learns to love her body, regardless of how she looks, go ahead and buy all the ASOS swimsuits to show your support.

Get all the ~FiTsPiRaTiOn~ directly in your feed. Follow Facebook.com/CosmoBod.

Follow Elizabeth on Twitter and Instagram.

Elizabeth Narins Senior fitness and health editor Elizabeth Narins is a Brooklyn, NY-based writer and a former senior editor at Cosmopolitan.com , where she wrote about fitness, health, and more.

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io