Britain's retail chain Debenhams is going to stop airbrushing pictures of lingerie models to make them look perfect, it has been revealed.
From now on the store will ban any digital enhancement of their legs, waists and breasts in its catalogues, the Mirror reported.
It has vowed to keep in crows' feet around the models' eyes, freckles, skin blemishes and even signs of bingo wings.
The chain hopes the move will promote more confidence among women as research shows 7 out of 10 feel under pressure to look as good as fashion ads.
Head of lingerie Sharon Webb said that they want to help customers feel confident about their figures without bombarding them with unattainable body images.
Debenhams' crusade comes after pop diva Beyonce slammed fashion chain H and M for downsizing her curves to make her appear thinner in her range of swimwear.