Clothing retailer ASOS left all models' bums unedited in their latest online swimwear catalogue - and we are truly elated.
Elleuk.com. reports that all stretchmarks, ‘tiger stripes’ and cellulite were left in its natural state, which in a world where filters are king, is quite a feat.
The Telegraph.co.uk notes that women are constantly bombarded with body and beauty ideals that preach fixes for ‘imperfections'. However, these marks and stripes are not imperfections, it's just the way we look. The ideal is the exception, not the rule. Yet we have been taught to aspire to a fake set of rules and fabrications.
Read: Sports Illustrated model loves her stretch marks - and so should you
This is why depicting women how they really are is so important. Our perceptions need to change about beauty and social constructs like 'imperfections'.
Twitter responded in delight to the pictures, praising ASOS for representing women more accurately:
So nice to be online shopping and noticing @ASOS aren't photoshopping stretch marks/cellulite! pic.twitter.com/bpb1jcB6k1
— caits (@caitlinnaughts) June 29, 2017
Asos not editing out girl's stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are?? pic.twitter.com/VxMjc4OQg6
— Leah Tudor (@leahtudorx) June 28, 2017
I love that @ASOS has stopped airbrushing their models and are showing off their stretch marks! So beautiful to see??
— Hannah Marie Ardron (@hannah_ardron) July 2, 2017
This year I finally learned to love & embrace my stretch marks. Much admiration for @ASOS in letting your models show their own. #RealBeauty
— kenzz (@kenz_morgan) July 2, 2017
AOL did, however, report that some people noticed that ASOS did still airbrush their plus-size models' bums and thighs featured in this catalogue. Or maybe these beauties just don’t have any? Who knows.
YASS @ASOS editing out the stretch marks on your plus size models because they're not cute if they're not on a size 8 ?? pic.twitter.com/mjgeybirhq
— amy eloise ?? (@amyeloisew) June 30, 2017
But we think ASOS is finally learning from its past mistakes. This campaign comes shortly after the retailer was slated on social media for classifying a size 10 pair of shorts as ‘Large’. I mean?
So here's hoping they keep it up.