ASOS Has Stopped Airbrushing Their Swimwear Models And We Love Seeing Those Beautiful Stretch Marks

Three cheers for ASOS

MOST POPULAR

We really don't want this to be groundbreaking news, but, it kind of is. ASOS, the online retail giantess that it is, seems to have quietly stopped airbrushing its models' stretch marks.

ADVERTISEMENT - CONTINUE READING BELOW

The spot came from a couple of Twitter users who noticed the very normal, and honestly beautiful, stretch marks on some of the model's bodies.

Twitter loved the real depiction of these women's figures, explaining how empowering it was to see.

ADVERTISEMENT - CONTINUE READING BELOW

Obviously a lot of people threw some Kendrick Lamar at the situation.

But the message was clear: we like seeing stretch marks because most of us have them somewhere.

Unfortunately, it might look like some of the curve and plus-size models did not get the same treatment, though of course, these models might not actually have any.

For a while now, body-positive Instagrammers have spoken out about the strange stigma surrounding stretch marks which, as can clearly be seen in these fab shots of ASOS bikini models, are on women of all sizes and shapes.

Felicity Hayward, a plus-size model, spoke out to Allure about the confusion she felt when she saw the red marks appear on her body at 18-years-old.

mi lil stripes are out here . soothing them with vitamin e oil n noticing how cute my body can be despite lil changes !!!

A post shared by bobby knocks / barbie ferreira (@barbienox) on

Similarly Barbie Ferreira has been outspoken about the times people in the industry have been confused by her own.

Thank you @teenvogue for this write up. After I posted the picture of my stretch marks, not even a few hours later I was stood naked at work in front of strangers (super vulnerable position) and got asked what was wrong with my hips.. Pointing at my stretch marks. By a woman. Id be lying through my teeth if I didn't say micro-aggressions like this don't happen on the daily for me in this industry. And like I always do, I choke back the tears and keep going like nothing happened. Grown ass adults commenting on my teenage body needing spanx, bra cutlets to make me look "better" or Photoshopping my body to be "smoother" right in front of me- most of the time by plus clients. This industry is not cute, never has been. I don't want to sell you this idea that all these brands are so body positive when it's so few that actually represent what women look like not just an idealized version of a thick girl (like they try to do to me.) girls are not treated like people in this industry !! At all !! If you think my abuse is bad, ask a runway model who went from a 34 to a 35 inch hip.. They will tell you they flat out get told to starve and that they're looking fat. Shit isn't as pretty as it looks but.. I'm here to infiltrate from the inside. I truly don't know how much we can do as curvy models when we're still thought of as mannequins- just ones who are cursed to only wear peplums and tunics all day to cover our "flawed" bodies n show just our usually thin faces. Anyway, just wanted to rant because I am so privileged to be here but the flaws in this world make me feel like absolute garbage at the sake of getting paid and trying to spread my message. Not only the consumer is being told they're not good enough- even the girls in the pictures are given the same shit. But y'all got me trapped cuz I need to make a living and enjoy tf out of representing curvy girls all over !!! Jokes on me .

A post shared by bobby knocks / barbie ferreira (@barbienox) on

During puberty or in quick weight or muscle gain, or when your pregnant, it's normal to gain these fine lines that will often go from red to pale.

Products like Bio-Oil are really effective in reducing these lines if you want and there are also procedures available, however, they will probably never go away, and why would you want them to?

These signs of growth, be it from babies, a nice big bum, new muscles or that extra inch you needed to go on the proper rides, are an important part of you who you are.

Like all the things that make up a person, they are nothing to be ashamed of and can be quite beautiful.

So ASOS, whether you forgot to airbrush or you are being low-key radical, please keep it up, and can other sites take note?

More from ELLE UK: