Lane Bryant’s latest campaign is going viral on Instagram for a surprisingly simple reason: They dared to show a model with stretch marks.
The plus-size retailer's December 8 post wracked up more likes than their last five photos combined. The image shows plus-size model Denise Bidot running her hands through her hair, luxuriating in a blue-and-white bathing suit from their Escape collection.
But the most important part of the photo is what's in between the two-piece.
"SHE'S SO GORGEOUS!!!! LOOK AT THOSE TIGER STRIPES (stretch marks)!!!!" one commenter wrote.
"Yassss!!!!!! Finally a REAL woman!!!!!! No photoshop!!! Thank you @lanebryant," wrote another.
The photo generated 134 comments, almost all of which praised the retailer for not editing out Bidot’s "imperfections."
Some women said the photo inspired them to embrace their own bodies, too.
"The more you show real women, the less real women are going to feel bad and compare themselves to impossible standards," one commenter said. "...For women and young women who are constantly criticized by their peers, family, and society for looking the way they do and distorting their body image, seeing real women represented can show them that their stretch marks are normal and beautiful and should be embraced."
This isn't the first time Lane Bryant has been praised for its inclusive ad campaigns.
The Huffington Post heralded the retailer's "This Body" campaign, which featured plus-size stars such as Ashley Graham and Gabourey Sidibe as "a powerful message to all the trolls."
The campaign is aimed at taking down some of the worst messages that plus-size women receive online, and promise to "flip the script."
"It's time to silence the shaming," the campaign site reads. "Show the world this body is beautiful."
Bidot has also made a name for herself in the body-positivity community.
The Puerto Rican model became the first-ever plus-size Latina model to walk in New York Fashion Week in 2014. Since then, she's modeled for Target, Forever21, and of course, Lane Brant. She even launched her own body-positive campaign, called "There Is No Wrong Way To Be a Woman."
And as for those viral stretch marks? Yeah, she loves them.
"I'm proud of my stretch marks," Bidot told PopSugar. "For so long in my life, I thought those were things I needed to hide or things that made me imperfect, and I came to realize that those are the qualities that made me unique."
In a culture that so often tells us to hide our flaws, that's a message that definitely deserves to go viral.