Asos Marketing

Asos praised for using 'natural' unretouched images of models


By Gillian West, Social media manager

July 1, 2017 | 4 min read

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

Asos has used un-retouched models

Asos has been praised for using un-retouched images

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.

Asos Marketing

More from Asos

View all


Industry insights

View all
Add your own content +