Following in the footsteps of ASOS, who announced back in June that they would no longer airbrush their swimwear models, popular clothing brand Missguided has also decided to show their models’ real bodies, stretch marks and all.

It’s amazing to see how far the fight for body diversity and representation in the fashion industry has come in just the past five years. What was once a sea of thin, white, and perfect-looking types has given way to a new generation of models that include women of all races, genders, and body shapes.

The movement was originally noticed by Twitter user Marnie Polk, her tweet congratulating the company has now been liked nearly 19,000 times.

Another user Sophie (@fairysneezes), posted a tweet saying, “This makes me feel so much better, after seeing my stretch marks in a changing room mirror yesterday I nearly cried.”

But they haven’t stopped there. As part of their #MakeYourMark campaign, the fashion brand has made a pledge to “never retouch our models’ perfect ‘imperfections.'”

And their latest videos, proves that point by featuring models explaining why they love their bodies, and what female empowerment means to them.