ASOS swimwear stretch marks model

Screengrab via ASOS

ASOS models show off stretch marks in new swimwear campaign

Some argue the brand could still stand to be more diverse, though.


Kris Seavers


Published Jul 5, 2017   Updated May 23, 2021, 12:52 am CDT

ASOS models are looking less airbrushed these days—and people are noticing.

Shoppers took to Twitter to praise the online retailer for featuring swimsuit-clad models with visible stretch marks, calling the body-positive move inspirational. 

Others were more critical. One user pointed out that the model, who is thin and white, isn’t necessarily the face or body of diversity.

Another questioned if it’s really progress if ASOS continues to only use models who fall in the smallest size range.

It appears that not all the swimwear photos on ASOS’s website show models’ stretch marks, either. One user pointed out that plus-size models, in particular, are seen with smooth legs.

ASOS, which was previously praised for launching a plus-size men’s section, seems to have taken a body-positive cue from other retailers like Aerie and Target, whose swimwear ads were Photoshop-free this year. Maybe by next year, we’ll see even less airbrushing and more gap-free thighs.

H/T Self

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*First Published: Jul 5, 2017, 3:32 pm CDT