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For the past few years, British online fashion and beauty store ASOS, has been dominating the fast fashion scene with over 850 brands as well as its own range of clothing and accessories.

While we love their vast offerings, what we love even more is the fact that they are quite consistent with offering a realistic representation of beauty to consumers. This season, aka swimsuit season, many are praising the store for using untouched photos of models proudly flaunting their stretch marks, blemishes and more.

UK-based site, Independent, reported on the happening, detailing ASOS’ effort to make “natural” seen as “normal.”

As expected, the outpour of praise on social media was also plenty:

“So impressed with ASOS for not airbrushing the model’s stretchmarks. She looks amazing!”

“ASOS not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.”

“Hopefully this sets the standards of natural is normal!”

In addition to the ladies baring their natural skin, the brand also extended this movement to their curvy collection, being sure to not only show just one body type exists.

We see you, ASOS!



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