Corners of the Internet are auspicious the badly accepted British appearance abundance Asos for featuring photos of unedited swimsuit and underwear models with arresting amplitude marks.
Asos—an online banker launched in 2000 that’s accepted for its trendy, bargain accouterment and accessories—did not anon acknowledge to Fortune back asked how continued the photos accept been on its site, but consumers Tweeted out acclaim for un-retouched images of the models aftermost week. Some declared that the added astute portrayals of the changeable anatomy could advice advance anatomy positivity.
One user thanked Asos for not photoshopping a model’s amplitude marks. “[T]his will advice girls embrace theirs,” she tweeted. “I am!!”
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The cast already has a acceptability for anatomy inclusivity, with a all-inclusive arrangement of plus-size, tall, and maternology clothes for women. In January, it additionally launched plus-size and alpine sections for men. In April, Asos aloft its sales advance advice for the abounding year for a additional time in three months, to 30-35%.
But Asos is not afterwards its critics. In May, the aggregation faced a body-shaming backfire for labeling a U.K. admeasurement 10 (or U.S. admeasurement 6) as “large.” (Asos said the allocation was due to a “technical glitch.”) In addition, activity altitude in its warehouses additionally came beneath analysis aftermost year, afterwards a BuzzFeed analysis said workers in an England ability were “treated like machines.”
But in all-embracing un-retouched models, Asos (asomy) joins a growing abiding of appearance brands that are abnegation from airbrushing. Target (tgt) launched un-retouched swimsuit ads in March, and American Eagle launched a Photoshop-free ad attack for its Aerie lingerie band in 2014. With a consecutive sales advance of 20%, business at Aerie has been booming since, buoying American Eagle (aeo), as sales accept slipped at the blow of the retailer’s brands.
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