Recently, consumers took note of a series of new ASOS images that show models in a variety of the retailer's new swimwear. Although the images are pretty standard in terms of style, many have noticed that the brand decided to leave the natural markings on the model's bodies exposed, including the stretchmarks on their hips and thighs.
By leaving the images unedited, ASOS helps to make progress in the body positive movement, which casts away many of the unrealistic ideals that Photoshop can promote. After the ASOS images were posted on the brand's online store, users on Twitter began to share them in support.
Although some claim that the brand still has room for improvement, the release of the unedited images is a step in the right direction for ASOS, and is likely to inspire other brands to make similar choices.
Stretch Mark-Exposing Fashion Ads
These Unedited ASOS Images Speak to the Body Positive Movement
Trend Themes
1. Body Positive Advertising - ASOS's unedited images showing natural markings on models, including stretch marks, promote the body positive movement.
2. Unedited Fashion Photography - Other fashion brands are likely to follow suit with ASOS in releasing unedited images of models to promote a more realistic and diverse view of beauty.
3. Consumer Demand for Realistic Beauty Standards - The popularity of ASOS's unedited images and consumer support on social media indicate a growing demand for more realistic and diverse portrayals of beauty in the fashion industry.
Industry Implications
1. Fashion Retail - Fashion retailers, like ASOS, have the opportunity to disrupt the industry by promoting body positive messages through unedited images featuring diverse models.
2. Advertising and Marketing - The body positive movement presents an opportunity for advertising and marketing agencies to shift away from traditional beauty standards, and create campaigns that promote diversity and inclusivity.
3. Beauty and Skincare - Beauty and skincare industries may also shift their marketing strategies toward promoting self-love and body positivity, adding to fashion's larger cultural movement.