H&M Is No Longer Airbrushing Its Swimsuit Models & It's About Time

H&M swimwear
H&M

Retail giant H&M recently stopped airbrushing its swimsuit models and people are rejoicing. This decision follows other retailers such as ASOS, Missguided, and Boohoo, who have also stopped airbrushing their models in recent years. The subtle, yet powerful change was noticed by H&M followers on the company's site, as well as on social media -- and people cannot get enough. 

  • The photos, which proudly show women's stretch marks, scars, and hairy arms, recently debuted on their site.

    h&m swimwear
    H&M
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  • Obviously, the models look absolutely stunning without the touchups. 

    h&m swimwear
    H&M

    Check out this babe's natural hair!

  • And women across social media have been praising H&M for making this move toward being more body positive. 

    h&m swimwear
    H&M

    One woman wrote on Twitter, "Thank you @hm for reinforcing more positive body images and saying no to airbrushing! #positiverolemodels #womensupportingwomen." 

  • It's definitely refreshing to see another well-known retailer embracing women's "imperfections."  

    h&m swimwear
    H&M

    Another woman wrote, "@hm, Thanks for not airbrushing the models stretch marks, appreciate the realness!!"

  • And hopefully for its next move, H&M can show a broader range of body sizes. 

    h&m swimwear
    H&M

    In response to H&M's nonairbrushed images, someone on Twitter wrote

    "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!"

    You said it, girl!

    Although moves like this should be more common in the retail space, it sadly is not at all. H&M is only one of very few popular brands that have made this decision, and it remains clear that the fashion industry still has a long way to go. But props to the company for making a valuable change! 

swimwear body positivity body image