Target is earning praise for its latest swimwear campaign that features models untouched by computer artistry.

The photoshop-free #TargetSwim campaign was unveiled by the Minneapolis retailer last week, and features four women wearing Target's new swimwear line as their natural selves – stretch marks and all.

Modeling for the campaign are content creator and dancer Megan Batoon, pro skateboarder Lizzie Armanto, model and body activist Denise Bidot and TV host/model Kamie Crawford.

Target told Cosmopolitan it is "committed to empowering women to feel confident in what they wear," and said the four models "embody confidence and inspire others to embrace and be proud of who they are, regardless of their size of shape."

"It was important to us to use photography that represented their true beauty, without filters."

The tagline for the campaign is "suits for every beach body under the sun."

Bidot says in the Target press release that "when you're a curvy girl, it can be hard to find a suit that fits perfectly in all the right places," but that Target has managed to do that with the swimwear line.

It's going over well with reviewers, with Today.com writer Courtney Cox calling the ads "absolutely perfect."

Business Insider says it shows the retailer has "come a long way since 2014," when it was criticized for overuse of photoshopped models.

It's going over well on social media too.