Asda's George has been applauded by shoppers for using a 'real' mum with stretch marks to model its lingerie.
The supermarket teamed up with the model, who goes by the handle @brunna.teixeira_ on Instagram, with the goal of empowering others with the unfiltered photos.
Brunna, who says "self love is the best type of love", was chosen to showcase the retailer's Entice lingerie set - a lacy purple two-piece that is available in sizes 6-22.