ASOS uses ‘beautiful’ untouched photos of models baring STRETCH MARKS on their bottoms and shoppers are thrilled
ASOS has been praised for using "beautiful" untouched photos of models in swimwear proudly baring stretch marks on their bums.
The popular online retailer has been commended by customers for helping to make "natural" be seen as "normal".
Several snaps on the site clearly show off the womens' natural blemishes which have escaped the usual airbrushing.
Many shoppers took to social media to express their support.
Twitter user Amy Rowlands shared an image of a model with visible stretch marks with the caption: “So impressed with @ASOS for not airbrushing the models' stretchmarks. She looks amazing!”
Her tweet went viral and has now been liked more than 58,000 times, with nearly 13,000 retweets.
Leah Tudor shared four photos of the bikini models from the ASOS website, writing alongside the snaps: “ASOS not editing out girls' stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.”
Beckie Jane Brown wrote: “My bum isn't that toned at all. Wow. But so happy to see those zebra markings, that’s so normal. Well done @ASOS," while Dave Charnley commented: “National retailers, magazines, take note, brilliant!”
Morgan Taylor Miller tweeted: “This is so beautiful. Wow," and Quattro wrote: "Hopefully this sets the standards of natural is normal!”
Hannah Rose commented: “Good spot! Love this. My 'stretch marks' are my tiger stripes. I've earned my markings fair and square.”
But not everyone was completely won over.
Sian wrote: "On a model that is still what? Size 6? Progress but barely," while Mrs T commented: "Thoroughly unimpressed by this thin white model with enough stretch marks to count on one hand."
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The use of digital editing techniques to alter models' bodies and create flawless skin can make men and women feel insecure about their looks.
Research has shown that around half of schoolgirls as young as 12 are unhappy with their weight due to exposure to airbrushed images.
Advertisers have been caught using digital techniques to slim waists and arms, perfect teeth and lengthen legs.
Upmarket fashion brand Ralph Lauren came under fire when what appeared to be an altered image of a model, and the original, both appeared on their Australian website, with the former showcasing an impossibly thin waistline.
In April Kim Kardashian came under fire from fans who felt "misled" following her posting an "un-airbrushed" picture of her bum.
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