Shopping during swimsuit season is a known stressor for lots of people, but some perusers are noticing a refreshing detail about ASOS's swim section: They don't appear to photoshop their models. According to Teen Vogue, ASOS is featuring models with stretch marks, acne scars, and birthmarks on their website, and people are loving it. Actually, they've been loving it for at least a little while now, although many fans have most recently noticed when shopping in ASOS' swimsuit section this year.
Although it's unclear whether all the models on the website are unedited, ASOS appears not to have retouched at least some photos, most notably in the swimsuit section, according to InStyle. At the very least, the brand has left behind some "flaws" that are often removed during the editing process. The shots feature acne scars, stretch marks, and birthmarks on a handful of models wearing swimwear. According to fan tweets, ASOS has been leaving images un-retouched since at least 2014, but the brand doesn't seem to have made a formal announcement on their website or social media pages, so we don't have an exact date.
Bustle reached out to the brand to learn more about their photo editing policy. No matter how long it's been going on, this is a step in the right direction for such a major brand, and it would be great to see more labels following suit.
ASOS Sculpt Me Swimsuit, $51, us.asos.com
ASOS isn't stopping at the swimwear, either. Models wearing their clothing look to be un-retouched as well. The brand is among the ranks of several major brands like Aerie, which posts completely un-retouched shots, and Target, which ran a completely unedited 2017 swimsuit campaign.
ASOS CURVE Denim Shorts in Black, $45, shop.asos.com
People have taken to Twitter to praise the brand for its efforts. While some people are surprised to see the images, others are feeling more included than ever. Here's what fans had to say about the images.
Round of applause for inclusiveness!
What a nice surprise.
Asos, you're doing amazing sweetie https://t.co/BrVBgRklZF— i'm a nugget,.. (@xkingpunk) June 29, 2017
Simple and sweet.
WELL DONE ASOS 👏 faint stretch marks and acne scars that aren't hidden pic.twitter.com/yTrRgQr2UL— olive (@OliviaTuffrey) March 13, 2016
Natural beauty is the way to go.
@ASOS thankyou for not photoshopping acne scars from your models photo he looks even more beautiful i love— Alex (@_alexjames) September 1, 2014
Nothing like a virtual thank you letter.
Yes! Models get stretch marks too!! 😍😍— Catrin Thomas (@Catrin_tho) June 30, 2017
Needless to say, people are pretty excited about this.