01 Jul ASOS Has Stopped Photoshopping out Model’s Stretch Marks and the Internet Loves It

It’s a universally acknowledged truth that the fashion industry is pretty damn nasty, particularly when most of it’s marketing seems to consist of making the vast majority of women of all different shapes and sizes feel as utterly godawful as possible about their physique. From the pages of glossy magazines and airbrushed television commercials, the general public is continually subjected to a bewildering parade of seemingly-flawless models for the sake of an ad campaign.

Even though we all know that these impossibly gorgeous multitudes of gods and goddesses have been digitally altered, made even better-looking through visual trickery, planned lighting and complex staging, you can’t help but feel inadequate by comparison.

But there’s another side to all this that most people might not think about – like how hard it is for models to stay toned and trim, and how they can often be held to a critical standard of beauty that’s simply unrealistic in the extreme. If you’re a lingerie model then you can forget about an extra helping of dessert, say goodbye to a few drinks at the weekend. The industry simply doesn’t allow it.

Not only that, but there are whole host of things that, while minor annoyances for us, constitute a serious roadblock for professionals. We never see the beautiful people on a bad day: when they’ve got a zit on their nose or bags under their eyes or stretch marks. It’s pretty frustrating to look at these people and feel somewhat cheated; because we’re not actually being trusted enough to get a look at the real thing. But lately a popular online retailer has subverted this stereotype with an ad campaign that leaves the stretch makes on their models without making them feel self-conscious.

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