ASOS didn’t Photoshop their swimsuit models, and the internet is freaking out

Lots of people have stretch marks, but with the way brands Photoshop bodies to oblivion, you’d never know. That’s why the internet joined together in a collective freak-out when ASOS published unretouched photos to their site featuring swimsuit models with stretch marks.

ASOS is the latest retailer to forgo unnecessary editing to models’ bodies, following other retouch-free brands: Aerie led the no-retouching movement, banning the practice along with ModCloth in 2014. Target launched a Photoshop-free swimsuit campaign in March 2017.

As more people become aware of how easy it is to manipulate photos, fewer consumers are tolerating the unrealistic standards touted by brands. Companies like ASOS, Aerie, and Target recognize the demand for honest and ethical marketing campaigns that actually represent their consumers.

ASOS shoppers took to Twitter to commend the online retailer for showing stretch marks on their models.

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So impressed with @Asos for not airbrushing the models stretchmarks👏🏼👏🏼 She looks amazing! pic.twitter.com/OKEZinpjKe

— Amy (@amyrowlandsx) June 28, 2017

You can buy this bathing suit for $30(!!!). false

And this one is $29. Loving the realness AND the price points.

"Unlimited life points go to ASOS for not photoshopping the stretch marks on this model's bottom. Thank you for realistic female bodies," one user tweeted.

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But critics have called out ASOS in the past for non-inclusive marketing. As recently as May of this year, the company received body-shaming backlash for labeling a size six as large. Others pointed out that, while not editing out stretch marks, the retailer is still choosing to showcase primarily thin bodies.

While ASOS (and most other retailers) still have a ways to go toward true inclusivity, Photoshop-free images are an exciting, encouraging, and refreshing step in the right direction.