Corners of the Internet are cheering the hugely popular British fashion store Asos for featuring photos of unedited swimsuit and underwear models with visible stretch marks.
Asos--an online retailer launched in 2000 that’s known for its trendy, inexpensive clothing and accessories--did not immediately respond to Fortune when asked how long the photos have been on its site, but consumers Tweeted out praise for un-retouched images of the models last week. Some stated that the more realistic portrayals of the female form could help promote body positivity.
One user thanked Asos for not photoshopping a model’s stretch marks. “[T]his will help girls embrace theirs,” she tweeted. “I am!!”
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The brand already has a reputation for body inclusivity, with a vast array of plus-size, tall, and maternity clothes for women. In January, it also launched plus-size and tall sections for men. In April, Asos raised its sales growth guidance for the full year for a second time in three months, to 30-35%.
But Asos is not without its critics. In May, the company faced a body-shaming backlash for labeling a U.K. size 10 (or U.S. size 6) as “large.” (Asos said the classification was due to a “technical glitch.”) In addition, labor conditions in its warehouses also came under scrutiny last year, after a BuzzFeed investigation said workers in an England facility were “treated like machines.”
But in embracing un-retouched models, Asos joins a growing stable of fashion brands that are abstaining from airbrushing. launched un-retouched swimsuit ads in March, and American Eagle launched a Photoshop-free ad campaign for its Aerie lingerie line in 2014. With a subsequent sales growth of 20%, business at Aerie has been booming since, buoying American Eagle , as sales have slipped at the rest of the retailer’s brands.
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