Maternity brand Storq is set to replace all stylised model photos on its website with images of real women who are pregnant, postpartum or nursing.

The brand made the announcement on Instagram, explaining that going forward: “All images on our site will be unretouched and we will do our best to show how everything fits on different sizes, heights, stages of pregnancy and postpartum, and body types.”

The decision came about after founders Courtney Klein and Grace Kapin went through pregnancy themselves. They realised that their previous style of imagery – featuring pregnant models with small, neat bumps – didn’t accurately represent how pregnancy and birth can affect many women’s bodies.

Storq’s new campaign imagery predominantly features women found via Instagram, using hashtags like #stylethebump and #plussizedandpregnant.

“This campaign was about showing a lot of different women in different sizes, heights, stages of pregnancy, showing nursing mamas and mums of older kids,” Klein tells TODAY Style.

This maternity brand wants to show what pregnancy really looks like