ASOS have long garnered praise for their affordable and stylish ASOS Curve range, which caters to UK sizes 16 to 30.

And the online retailer was recently praised for showcasing models with stretch marks in several of its swimwear images, rather than retouching or photoshopping out the so-called imperfections.

Twitter users took notice of the unretouched stretch marks on the ASOS site and were quick to commend the body-positive move.

“@ASOS thank you SO much for not getting rid of her stretchmarks, she’s stunning & this will help girls embrace theirs, I am!!” one user wrote.

Another added: “ASOS not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.”

ASOS is finally showing its clothes on models of different shapes and sizes