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We're Loving ASOS For These Unretouched Swimsuit Photos

British online retailer ASOS recently released unretouched photos of their swimsuit models — stretch marks, curves, and all — and the internet has responded.

Fashion brands have long been called out for the unrealistic standards they pose for women, largely due to the photoshopping of images and taking out things such as stretch marks, acne scars, birthmarks, and other so-called "Imperfections." But British online retailer ASOS is the most recent brand to switch over to unretouched photos of their swimsuit models, and the internet is totally loving it.

"It's amazing that #asos have stopped airbrushing their swimwear model's stretch marks/ acne scars. Unrealistic bodies do not define beauty!" One woman tweeted.

"Unlimited life points to ASOS for not photoshopping the stretch marks on this model's bottom thank you for realistic female bodies," another Twitter user posted.

"Asos models showin their stretch marks is giving me life," another commented.


ASOS is definitely not the first brand to opt out of airbrushing bodies in support of more natural and realistic looking women. Back in 2014, Aerie pledged to be Photoshop free, and even Victoria's Secret, who has often gone under fire for all of their retouching, released photos of VS angel Jasmine Tookes proudly wearing the $3 million Fantasy Bra and showing off her stretch marks.

We're loving these positive messages that brands are starting to spread that prove unrealistic beauty standards shouldn't be the norm. It's these stands we need companies to continue taking, and we can only hope that these kinds of movements don't stop.Check out ASOS website for some of their fabulous swimsuits, (We love this high-cut, cross back one!) and here's to embracing our normal and insanely beautiful bodies!


Hannah Marsh

Hannah is a Texas-born, Iowa-raised alumna of Iowa State University. When not writing trending content across several Meredith sites, she enjoys all things fitness-related, binge-watching "Whose Line is it Anyway" episodes and fully embracing her self-diagnosed peanut butter addiction.

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We're Loving ASOS For These Unretouched Swimsuit Photos