ASOS shows stretch marks and encourages body positivity

asos.com

Have you ever bought clothes online and realised it doesn’t fit? I recently bought a t-shirt dress from The Ragged Priest, I’ve bought one from them before so I didn’t expect a problem. However, it turned out that this one despised curvy figures. It’s difficult to know what’s right for you when all the models have only one body type. She’s usually a girl at least 5’9 with a slim figure, size 8 and minimal curves which is kind of crazy since the average size in the UK is a size 16.

twitter.com/Lottie_Lamour

twitter.com/Lottie_Lamour

Bloggers and influencers have made a major breakthrough in fashion, anyone who has a large social media following can model for top high street brands and people love it because it’s an opportunity to see our own shape in clothes. High street brands would save a lot of money on paying bloggers and influencers if they hired more diverse models. But this isn’t always the case, we’ve built a culture where we adore those who are impossible to look like. Fake bums, boobs, lip injections and other enhancements do not prevent women being idolised, as long as their new unattainable appearance looks natural, we’ll endorse it.

The problem of diversity is mixed messages between consumers and brands, we praise fakery but also complain that we hate it. Supporters of the Kardashians are also supporters of Alicia Keys being natural and plus size models like Ashley Graham. Celebrities like Kylie Jenner have become an icon and inspiration despite giving into personal insecurities.

fortune.com

fortune.com

ASOS is receiving extra brownie points as a huge retailer at the moment, the brand recently posted a model with stretch marks and used a plus sized model whose stomach wasn’t retouched and the internet went insane. Although plus sized models are used in their curve collection, the models are still made to look unrealistic. It’s relieving seeing other people’s flaws, it means you can stop excessively applying cellulite cream, skip out the extra gym sessions and stop contemplating laser stretch mark removal.

It looks like fashion is moving towards more diversity within body shapes however it’s not moving fast enough. It’s a special occasion when a retailer like ASOS accidentally forgets to edit stretch marks. The truth is everyone is insecure and fashion plays on this so we shouldn’t take it too seriously.

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