In a great step to promote body confidence, ASOS have decided to stop photoshopping out all stretchmarks on their models.
This means when you now scroll through their collection of swimwear and lingerie and come across any shots with a bum on show you will actually see what nature intended.
It shouldn’t be a big deal in this day and age, but unfortunately in the world of advertising and selling clothes, any so-called ‘imperfections’ are still being airbrushed out before they reach customers.
But apparently ASOS has a policy which means they will not ‘artificially adjust photographs of models to change their appearance’ and the Twittersphere has applauded them for it.
Asos not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are? pic.twitter.com/VxMjc4OQg6
— Leah Tudor (@leahtudorx) June 28, 2017
round of applause to ASOS for not editing out their models stretch marks, finally realistic body images are being promoted, so beautiful ???
— kell ? (@Kelly_Horrigan) June 28, 2017
A spokesperson for the brand confirmed to The Huffington Post that the stretch marks were indeed the models’ own and that they only retouch clothing and products in its photos, which usually involves adjusting the colour.
It may only be a small thing, but it could go a long way towards promoting normal, healthy body images and we can only hope other fashion retailers will soon follow suit.
Great work ASOS!