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Various reports say that Kourtney Kardashian’s new business is failing, but she’s working on turning that around.

In the mean time, Kourt is earning praise for flaunting her body’s stretch marks without covering them up or airbrushing them away.

Take a look at the inspirational photo below, and decide if it’s a step forward for women … or a smart publicity move.

Kourtney Kardashian, Twisted Selfie
Photo via Instagram

Just a couple of days ago, Kourtney Kardashian posted the photo that you’re about to see.

The picture didn’t go up on her own Instagram, but on Poosh’s Instagram account.

Poosh is the name of the 40-year-old model’s personal lifestyle brand.

In the image, Kourt looks gorgeous as always in a black swimsuit and a cozy, cute hat.

But what caught people’s eyes were the stretch marks on her hips.

Photo via Instagram

Fans and followers alike were falling over themselves to sing Kourtney’s praises in the comments.

"Thank you so much for not editing out your stretch marks!!" gushed one comment.

"I love when we get to see stretch marks," expressed a fan. "Normal bodies!"

A follower raved: "I love the fact that you let your stretch marks show! Proud, hot Mama!!"

"Oh wow not air brushed," exclaimed a comment. "You can actually see her stretch marks and this is what a real body looks like! I love it"

Kourtney Kardashian Konfesses on Season 16
Photo via E!

"Thank you for not blurring out the stretch lines!" gushed a commenter. "The realest thing I’ve ever seen from you guys!"

"Those stretch marks are giving me life & helping me embrace mine," praised a fan. "So gorg."

"Stretch marks! On a Kardashian!!" marveled a follower. "Oh this is one reason you’re my fave!"

"I praise any woman that shows her true and beautiful body without any airbrushing," expressed another glowing review.

The positive feedback was so massive and intense that Kourtney responded.

Photo via E!

"I love my little stripes," Kourtney wrote in a reply comment of her own.

Stretch marks are a natural part of the human body. They happen when body’s change size for any reason, including pregnancy and puberty.

Unfortunately, perhaps because of their association with weight gain (fat-shaming is so pernicious), they have been viewed as a "flaw" for too long.

In recent years, women on social media have been vocal about reclaiming their "stripes," sometimes equating them to tiger stripes.

To see a Kardashian — let alone the most gorgeous of the original Kardashian kids — flaunting her stripes for all to see is actually a big deal.

Kourtney Kardashian Is Naked on Instagram
Photo via Instagram

Kourtney recently wrapped up a vacation with her three children: 9-year-old Mason, 7-year-old Penelope, and 4-year-old Reign.

"Wow, I just had the most beautiful night with my kids watching the sunset," Kourtney remarked.

She admitted that she was "feeling overwhelmingly grateful for this past few weeks spent together in Italy."

"And," she confessed, she felt "so in awe of God’s creation there was nothing for me to do but cry (happy tears)."

Kourtney is, like her mother and siblings, a devout Christian.

Kourtney Kardashian Tantalizes in See-Through Outfit
Photo via Instagram

So here’s the question: did Kourtney just happen to show off her stretch marks, or was it a deliberate move to grab people’s attention?

Plenty of celebs will stand up for a good cause for publicity reasons, but Kourtney didn’t post this on her own account.

It looks like she used her gorgeous looks and her stripes to make Poosh — or at least Poosh’s Instagram — a center of attention.

If so, that’s a smart move. It certainly reminded us that Poosh is a thing that exists.