When we're used to being bombarded with flawless swimsuit models with toned triceps, popping abs and skin smoother than K-Ci and JoJo's R&B hits, you're going to notice when a body that looks a helluva lot more like yours is finally given the airtime it deserves.
Let us then give ASOS a royal pat on the back for publishing an image without Photoshopping a model's stretch marks. That's right, they left them in and it shouldn't be shocking, but it is.
One eagle-eyed Twitter spotted the image and immediately congratulated the online fashion retailer for refusing to bow down to the standard airbrush protocol.
And the Twittersphere erupted with 13K retweets and 59K likes, all offering ASOS the same praise for allowing us to see a little slice of normal for once.
While there's still a long way to go in representing the untouched bod in the media, kudos to ASOS for this baby step in the right direction. It's great to see fashion and advertising finally taking some responsibility for body confidence.
Are you impressed with ASOS? Tweet us @SofeminineUK!
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