About Time! ASOS Is Now Featuring Models With Stretch Marks In Their Campaigns

Someone at ASOS has been listening to Kendrick Lamar and the Internet is grateful for it.

The online retail giant is being praised for not airbrushing the stretch marks off some models featured on their website. The images recently added to their website see a couple of the models proudly showing off their stripes in a variety of swim wears.

Internet users, who are undoubtedly tired of the heavily photoshopped images that fashion campaigns have been churning out for as long as we can remember, took to Twitter to commend the retail line for the brave step.

“Asos not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are????,” a user with the handle @leahturdox wrote.

“@ASOS thank you SO much for not getting rid of her stretchmarks, she’s stunning & this will help girls embrace theirs, I am!!” another user, @kxttynai, tweeted.

good job @ASOS for not airbrushing the models stretchmarks, showing natural beauty ???? pic.twitter.com/3QSbMlv3Kb

— aideen (@artmodells) June 30, 2017

So impressed with Asos for not airbrushing the models stretchmarks???????????????? She looks amazing! pic.twitter.com/UpJFjziZHg

— Typical Girl (@SoDamnTrue) July 3, 2017

The natural is normal ❤❤
Thank you Asos pic.twitter.com/KHrLdSq9lY

— العُزّى (@ms_dimples0) July 1, 2017

ASOS is however not the first brand to be doing away with airbrushing in recent times. In the past couple of months, we’ve seen Victoria’s Secret, Target and a few other brands showcase their models in a more realistic light.

While this is a welcome development, it is also sad that it’s taken the fashion industry so long to acknowledge and stop hiding something that is a natural feature on the human body.