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Model bares stretch marks in untouched ad for Sports Illustrated swimsuit issue

TODAY logo TODAY 2/16/2017 Shane Lou
New Lane Bryant advertisement © lanebryant/Instagram New Lane Bryant advertisement

The most striking photo in this year's Sports Illustrated swimsuit issue may not even be one of the magazine's scenic shoots. (Though Kate Upton does look amazing on the cover, as usual.)

The photo that's really standing out to some is actually in an ad for Lane Bryant's Cacique swim line, featuring model Denise Bidot.

Notice that it's not retouched; you can clearly see stretch marks on Bidot's stomach.

"My confidence ... inspired by #ThisBody," the ad proclaims. Inspiring indeed.

Bidot has been all about spreading the message that "there is no wrong way to be a woman," no matter what you look like. The Lane Bryant ad falls right in line with her campaign.

"Loving this new image and how real it is. Thank you @lanebryant for loving my body, stretch marks and all," she wrote on Instagram when she shared another photo from the shoot.

Lane Bryant © Today Lane Bryant

The ad isn't the only example of body positivity in the latest Sports Illustrated Swimsuit issue, on newsstands now.

Ashley Graham appears in an ad campaign for swimwear brand Swimsuits For All that includes everyday women representing different body shapes.

<p>It's official: New York <a href="http://www.glamour.com/search?mbid=synd_msnlife&q=fashion%20week">Fashion Week</a>'s fall 2017 collections had the <a href="http://www.glamour.com/gallery/plus-size-models-who-walked-at-fall-2017-new-york-fashion-week?mbid=synd_msnlife">most plus-size models on the runway ever</a>. We counted appearances by supers like Ashley Graham and Iskra Lawrence, up-and-comers like Georgia Pratt and Jocelyn Corona, and Instagram stars like Minahil Mahmood (better known as <a href="https://www.instagram.com/bae.doe?mbid=synd_msnlife">@bae.doe</a>). The total? A whopping 27. For comparison, <a href="http://www.thefashionspot.com?mbid=synd_msnlife">The Fashion Spot</a>'s diversity report only counted 12 last season (excluding Addition Elle's plus-size-only show) and four the season before. So here's to hoping the increase of size inclusivity at fashion week keeps up—but for now, let's celebrate all the models and designers that pushed for change this season.</p> Presenting All 27 Plus-Size Models Who Walked at New York Fashion Week

It comes just a year after Graham made history as the magazine's first plus-size cover girl.

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