ASOS have stopped photoshopping their models

When it comes to online shopping it’s discouragingly rare for retailers to showcase fashion models who haven’t been airbrushed to fit mainstream beauty ideals. When you do a quick search trying to find a bikini top, it’s a sad expectation that you’ll be bombarded with models who look flawless with not a stretch mark or scar in sight.

There’s no doubt that in fashion there has been a consistent issue of the industry not being inclusive of women of all shapes and sizes. The process of retouching models is an example of this since it perpetuates the idea that stretch marks and scars are unnatural and something that should be removed.

However rather than peddling the notion that being stretch mark free is the idea of perfection, a few online retailers have made the decision ditch retouched models on their websites.

The internet has been giving the brand ASOS major props for publishing unretouched photos of their swimsuit models. In a recent swimwear campaign, the models featured have their stretch marks, scars and cellulite visible and unedited. For many online shoppers, it’s a breath of fresh air that major online retailers are taking the steps to diversify representation.

Here’s how some people online commented on the news of ASOS not photoshopping the models featured on their website:

So impressed with @Asos for not airbrushing the models stretchmarks She looks amazing! pic.twitter.com/OKEZinpjKe

— Amy (@amyrowlandsx) June 28, 2017

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

WELL DONE ASOS faint stretch marks and acne scars that aren’t hidden pic.twitter.com/yTrRgQr2UL

— olive (@OliviaTuffrey) March 13, 2016

Hopefully with more brands making the statement of not retouching models this can be the start of a more body positive space when it comes to online shopping.

Rebecca Auguste