British lingerie giant Figleaves has ditched airbrushing for its latest campaign.
The online lingerie and swimwear brand has launched Confidence Looks Great On You for AW18, featuring models of different sizes who have not had their body shapes digitally retouched.
The models stretchmarks and curves have been left unedited and will feature darker shades of nude garments to cater for a range of different skin colours.
The plus size range will also be extended, catering for a size 28 back to a 52 back, and an AA cup to K cup, both depending on range.
Americas Next Top Model contestant and Sports Illustrated model Khrystyana Kazakova feature alongside curve model Jennifer Atilemile and Zimbabwean-born Nyasha Matonhodze.
Russian-born Kazakova is a body positivity activist and founder of the Real Catwalk, a guerilla open-air catwalk show that features people of all shapes, sizes, ages, abilities and genders.
The way the three models pose is perhaps as radical as the brands decision to use diverse models and eschew airbrushing.
Kazakova, Atilemile and Matonhodze arent consistently arranged into classic lingerie advertisement poses that make their limbs look longer and their stomachs flatter.
Instead, they stretch, lounge and hunch to show how the garments will move and sit on real bodies.
Tummy rolls are celebrated rather than being stigmatised and the natural grain and texture of the skin is allowed to shine through rather than being eradicated in Photoshop.
Jenni Burt, Figleaves head of buying and brand, said: Figleaves welcomes all women and its important they feel visually represented when they visit our website.
This is a journey for us. We recognise we have a way to go but are fully committed to becoming truly inclusive.
Smaller brands have taken an even stronger line on editing, with London-based Birdsong proudly proclaiming that no Photoshop is used whatsoever in their product pictures.