Daily News Fashion

ASOS shares unairbrushed bikini photos and the Internet is loving it

(Photo via Asos)

You only realise how ‘edited’ the online fashion world is when models with stretch marks become ‘breaking news’. Good thing we’ve got social media where girls aren’t afraid to share body positive photos, however, when an online retailer acknowledges the existence of stretch marks that’s pretty next level. For ASOS‘ new swimwear campaign, the company decided to release campaign photos without airbrushing the models’ bodies. As a result, their stretch marks, cellulite and other skin perfections are perfectly showing. This is a pretty big deal since ASOS has recently been criticised for calling a size 10 a large. This is a step in the right direction, inspiring other companies to do the same.


  • Reply
    Plus size model shows the real struggles of bikini shopping - Colourful Rebel | The young & restless
    July 4, 2017 at 09:49

    […] increasingly more shops are accepting different body standards (thank you ASOS) it’s still a big struggle for plus sized girls to go shopping, especially bikini shopping. What […]

  • Reply
    Samantha poole
    July 6, 2017 at 00:52

    About time! The unrealistic goal airbrushing photos like these puts remarkable pressure on young girls and women. Like that’s how they should look. Not only that but now we actually get a realistic idea of what normal people will look like in these items instead of picturing barbie with our own face lol

  • Reply
    Artist turns stretch marks into inspiring works of art - Colourful Rebel | The young & restless
    July 25, 2017 at 10:49

    […] as though no one in the online worlds has them, women often feel the need to cover them. Luckily, Asos already decided to embrace the beauty of those marks a while ago and now an artist has found […]

  • Reply
    ASOS wants men to start wearing makeup - Colourful Rebel | The young & restless
    August 1, 2017 at 13:54

    […] We’re only half way through the year but we’re already pretty sure that the word of the year is going to be gender neutrality. Male rompers, mankinis and now make-up. Yes, that’s right ASOS is officially selling make-up for men, which has left us very confused. Either we are very glad that we women aren’t the only ones anymore having to get up extra early to do our makeup but on the other hand, what if our crush starts removing all that makeup before going to bed and suddenly looks like a different person. Nevertheless, we totally agree that everything that’s against gender stereotyping is always an improvement (just like un-airbrushed bikini photos). […]

  • Reply
    Artist turns stretch marks into inspiring glitter works of art - Colourful Rebel | The young & restless
    November 2, 2017 at 10:37

    […] the last couple of years. There are celebrities and models who add to this movement by showing off their bodies even when they have a bigger size and there are artists who add to this by spreading a body positive […]

  • Reply
    Fashion brand Missguided praised for sharing un-edited bikini photos leaving models’ stretch marks visible - Colourful Rebel | The young & restless
    November 8, 2017 at 10:36

    […] bodies in ads and campaigns is still something brand like to stay away from. A few months back ASOS made headlines with their untouched bikini campaign leaving models’ stretch marks clearly visible. Now fashion […]

  • Reply
    Playboy praised for featuring plus-size model Molly Constable without Photoshop - Colourful Rebel | The young & restless
    November 22, 2017 at 11:21

    […] marks visible. The latter is a movement that has also been embraced by online webshops, such as ASOS and Missguided but for the iconic Playboy Magazine to follow this trend is a pretty big deal but a […]

  • Reply
    Plus-size model Ashley Graham shines in unretouched Vogue photoshoot - Colourful Rebel | The young & restless
    December 8, 2017 at 10:49

    […] shoot so unique is that it follows the recent wave of sharing untouched modelling photos. After ASOS, Missguided and Playboy, Vogue Italy is making an important step in the right […]

  • Reply
    Fashion brand Missguided praised for completely unretouched campaign - Colourful Rebel | The young & restless
    December 18, 2017 at 11:42

    […] subject. Luckily there are a few fashion brands taking initiative, for example, Missguided followed ASOS’ footsteps and decided to launch a campaign without Photoshop leaving the models’ stretch marks clearly […]

  • Reply
    The best of 2017: the top-10 best read articles of the year - Colourful Rebel | The young & restless
    December 20, 2017 at 14:23

    […] international online fashion and beauty store ASOS decided to use its power to set an example and went completely viral causing other brands to follow by saying no to retouching fashion […]

  • Leave a Reply