H&M has followed in the footsteps of the likes of ASOS and Missguided and ditched the photoshopped pics, instead showing off stretch marks, arm hair (shock horror), scars and blemishes.

This comes after the Internet was all about that realistic body image beingrepresented online, and with H&M’s sister shop Monki having recently done something similar it really was only a matter of time.

From stretch marks being clearly visible on their thighs to stray hairs and small scars, these women look more relaxed and comfortable than we’ve ever seen before when shopping online and it is beyond refreshing.

And of course Twitter users are simply thrilled at this step toward to living in a more accepting society, with one user writing: “Always been a fan of @hm but even more so this morning. Well done for showing #BodyPositivity with your models and not photoshopping stretch marks out of your photos.”

While another added: “I love these photos, stretch marks, scars & hair on their arms shows that these women have lived a life as normal people & they still look stunning.

But of course there is still a long way to go in this department, as some pointed out that we still need to see men and women of different sizes, too.

‘H&M stops airbrushing bikini models who proudly show off their stretch marks - The Sun. Good! Now we need more models of all shapes & sizes with other normal body traits like cellulite so children grow up knowing we are all different & thats fine,’ one tweet read.

So snaps for H&M and their new no-photoshop rule, but now we’d quite like some models who aren’t a size 8.