however, women see this photo and think to themselves, where are all of the aspects that make me unique and beautiful? >> reporter: could it be that women who are typically their own worst enemies and harshest critics are actually embracing the notion that their imperfections are part of who they are? retailers might say, yes. american eagle, using real women in their intimate spring collection. no air brushing. just embracing natural beauty. perhaps a sign that women are becoming more comfortable in our own untouched, unphotoshopped skin. linsey davis, abc news, new york. >> i think part of the discomfort is you look at the pictures and it doesn't look like the same people. so it won't make you feel good about yourself. >> because you realize how far off you are from the industry standard of beauty is. but you, marci, are just perfect there. >> wow. head is tiny for my body. but that's a look working for me. rocking those white shorts there. >> you're rocking it real good, marci. >> thank. >> well done.