ASOS has been praised for using untouched photos of models that proudly show their stretchmarks in a move that has been hailed “beautiful”.
Consumers have commended the online retailers efforts for helping to make “natural” can be seen as “normal” after several images of women in swimwear and lingerie clearly show their natural skin without any airbrushing.
As such, delighted shoppers have taken to social media with an outpouring of support for the body positive message ASOS are sending.
“So impressed with ASOS for not airbrushing the model's stretchmarks. She looks amazing!” one Twitter user said in a post which has since been liked more than 158,000 times, with nearly 48,000 retweets.
Customers continued to share images of the models adding, “'ASOS not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.”
Another wrote, “Hopefully this sets the standards of natural is normal!”
Others were delighted to see that the move also extended to the brand’s curvy range, pointing out that the retailer was making a concerted effort not to show just one body type.
“So proud of ASOS for using this beautiful curvy model you can see her stretch marks, she looks natural & amazing,” one person tweeted.
An area of contention, numerous companies have been slated for their use of Photoshop to airbrush images especially within the fashion industry. Here, cellulite, stretchmarks and acne simply don’t exist which makes ASOS decision to go against the grain all the more inspiring.
But, they’re not the only ones jumping on the body positivity movement.
New Zealand lingerie brand Lonely, American Eagle’s sister-company Aerie and Rheya swimwear have long used un-retouched portraits of women to advertise their products.
A decision which, in a world of advertising where so-called ‘imperfections’ are erased without a thought, is groundbreaking.
Click here for ASOS discount codes
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies