ASOS have recently been in the public eye for their swimwear/lingerie models and the lack of photoshopping of stretch marks on their images online. This has created a surge of positivity and taken social media by storm with opinions on the matter.

Most people have praised the company for the ‘natural’, ’normal’ and ‘beautiful’ images. One twitter user said, “So impressed with ASOS for not airbrushing the model’s stretchmarks. She looks amazing!” This post has since been liked more than 158,000 times, with nearly 48,000 retweets.
Another user added, ‘ASOS not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.’ Could this be the start of a new trend with e-comm work celebrating body positivity and helping buyers love the skin they are in?

In an industry that is so obsessed with beauty, could this sudden trend change how online businesses showcase their products?

We would love to hear your thoughts!