H&M stops airbrushing its swimwear models. H&M has become the first high street store to stop airbrushing their bikini models.

Shoppers have been praising the brand for its ‘refreshing’ approach as models are proudly showing their stretch marks, moles and hairy arms.

Commenting on the untouched pictures on H&M’s website, one woman said “Thank you so much H&M for leaving stretch marks, hip dips, love handles etc in the model photos of your swimsuits. Not editing them out helps us to not compare ourselves to unrealistic body standards and feel normal.”

Another shopper said “Well done for showing body positivity with your models and not Photoshopping stretch marks out of your photos”

H&M has not commented on the untouched photos but hopefully more high streets stores start following their example.

Online brands ASOS, Boohoo and Misguided already stopped airbrushing their models last year.