Online UK fashion retailer ASOS has brought the happy to our faces yet again. Last year the ecommerce brand refused to Photoshop stretchmarks from its campaign images, and now their latest lookbook of models sporting this season's favourites has gotten an even better response from customers.

READ MORE: 10 body-positive movements that will make you feel great about your body 

The brand uses a diverse-looking group of models: that look like... all of us, not just some of us.

It's rather jarring at first, seeing all those hip dips, back rolls and pubic hair follicles so exposed, so effortlessly presented sans airbrushing, mainly because those 'details' are always so hidden and not because they're unattractive.

Why hide razor burns, it's like me at the beach the entire summer long, dealing. So, it's so relatable. And we need more of this. Enough to stop us feeling slightly taken aback basically. 

READ MORE: This woman uses glitter to turn her stretch marks into masterpieces 

Here are some happy people on Twitter praising the retailer for adding realness to the e-commerce lookbook landscape: 

Curvy model Vivian Eyo-Ephraim, particularly got a lot of love and attention for THAT yellow bikini. 

READ MORE: Stretchmarks left unretouched on models’ bums in new swimwear campaign


Proudly South African swimwear brand, Nude wear is another brand which is aimed at celebrating diversity and focused on body-positivity. The company manufactures skin tone-specific swimwear that caters to all SA women. 

Shop them here.

So, has the retailer redeemed itself for calling a size 10 pair of shorts a Large in one of its look books last year? All I can say is, every bit helps. 

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