General Pants is the latest retailer to join the body confidence movement.
The streetwear chain has enlisted influencers Steph Claire Smith and Bree Warren to its #NOFILTER campaign.
The campaign invites social media users to share their General Pants Swim posts, as well as unfiltered stories, via the hashtag.
By tagging @generalpants, #GPswim and #nofilter, consumers can have their creatives shared by the retailer.
In a directive to its database, General Pants told its shoppers: "No airbrushing. No editing. Just YOU."
It marks the latest major retailer to join the body confidence movement, with Sportsgirl, Seafolly (pictured) and Jeanswest all launching similar campaigns this season.