Feature Image by H&M

H&M is the latest fast fashion brand to join the photoshop-free movement, and we couldn’t be more for it.

The retailer’s latest bikini photos embrace models for their natural beauty (cellulite, stretch marks, and blemishes included!). While some customers have pointed out that there’s still a lack of diversity in models, the wave of body positive campaigns is a step towards the right direction.

What do you think about H&M embracing natural beauty? Weigh in on the comments below!

xx, The FabFitFun Team