ASOS praised for using models with stretch marks

In a small win for diversity, fashion retailer ASOS has taken a step towards representing more women by refusing to airbrush their models; instead proudly putting their stretch marks on display.

A number of different models in swimsuits are showing off their stretch marks for pictures on the site, while others have scars or birthmarks on display. Shoppers have been praising the online brand for helping to make “normal” seem more natural. 

ASOS has been working towards size inclusivity for a while now. Their plus-size brand, ASOS Curve, is praised by many for being “genuinely” plus size (the range starts at size 16 and goes up to a size 30 AU). It’s also considered a more “fashion-forward” plus size range, with styles often worn by plus size models such as Ashley Graham.

This year, ASOS launched their Men’s Tall and Plus Size ranges to go alongside the women’s ones.



However, not everyone is celebrating ASOS’ lack of airbrushing. One user wrote on Twitter: “On a model that is still what? Size 6 Progress but barely.”

Another added: “Thoroughly unimpressed by this thin white model with enough stretch marks to count on one hand.”

While there’s certainly still a lot of work to be done until all women feel represented, the majority feel that this - technically small - step will make an impact in the fashion industry and lead the way for other brands.