Asos praised for using 'natural' unretouched images of models

Asos has been praised for using un-retouched images

Online fashion retailer Asos’ decision to use untouched photos of models showing their stretchmarks has been praised by consumers.

Turning to social media, Asos customers have thanked the brand for the “natural” and “normal” images of women in swimwear and lingerie.

Additionally, Asos’ move extends to its curvy range, with shoppers please the retailer was making a concerted effort to show more than one body type.

Joining Asos on the body positive journey is New Zealand lingerie brand Lonely, American Eagle’s sister company Aerie and Rheya Swimwear who have all used unretouched images in recent campaigns.

Airbrushing so-called ‘imperfections’ such as cellulite, stretchmarks and acne has long been a bone of contention in fashion marketing, earlier this year Net-A-Porter landed itself in hot water when an unretouched image featuring instructions for designers to ‘slim’ a model’s figure appeared online.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian