British department store Debenhams has been embracing female beauty in all of its forms as of late. Back in January, plus-sized mannequins were displayed in store windows. In February, the store hired a wheelchair-bound model for their advertising campaign, where she was photographed with plus-sized and petite models.

Now, the Daily Mail UK reports that Debenhams has banned airbrushing in its upcoming swimsuit campaign:

A sign in the Debenhams window will read: 'We've not messed with natural beauty; this image is unairbrushed. What do you think?' It will also show customers an example of just how much the image could have been altered.