ASOS, an online clothing retailer has taken a beautiful steps towards representing women with stretch marks which is rarely portrayed in modelling photos or campaigns.
They included models on their websites and proudly show off their stretch marks. The models were seen wearing swimwear on the popular site which clearly shows their natural blemishes have escaped the usual airbrushing widely practiced by the industry.
Customers have commended the firm for helping to make ‘natural’ be seen as ‘normal’.
Twitter user, Amy Rowlands, shared an image of a model with visible stretch marks with the caption: ‘So impressed with @Asos for not airbrushing the model’s stretchmarks. She looks amazing!’
Her tweet has now been liked over 72,000 times with 18,000 retweets.
Twitter user, Leah Tudor, also shared four photos of the bikini models from the ASOS website with the caption:
‘ASOS not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.’
In the website you can see the models posing in the various bikinis with stretch marks clearly visible on their bottoms.
Lots of users appreciated the move by praising the clothing brand. Beckie Jane Brown wrote: ‘My bum isn’t that toned at all. Wow. But so happy to see those zebra markings, that’s so normal. Well done @ASOS.’
Dave Charnley commented: ‘National retailers, magazines take note, brilliant!’ Morgan Taylor Miller wrote: ‘This is so beautiful. Wow.’
Hannah Rose commented: ‘Good spot! Love this. My “stretch marks” are my tiger stripes. I’ve earned my markings fair and square.’ Ron Reader added: ‘Yes, we need more real life photo publication well done.’
Whilst Quattro wrote: ‘Hopefully this sets the standards of natural is normal!’
Not everyone online was completely won over, however, with Sian taking to Twitter to write: ‘On a model that is still what? Size 6 Progress but barely.’
Mrs T was equally as unimpressed, commenting: ‘Thoroughly unimpressed by this thin white model with enough stretch marks to count on one hand.’
Most of these large company’s ad campaigns use Photoshop to airbrush images. In this digital world editing techniques can alter model’s bodies and create flawless skin which can make men and women feel insecure about their looks.
According to a research half of schoolgirls as young as 12 are unhappy with their weight due to exposure to airbrushed images.
In the advertisements digital techniques are used to slim waists and arms, perfect teeth and lengthen legs.