ASOS praised for showing models’ ‘beautiful’ untouched stretchmarks

Stretchmarks, scarring and cellulite are far more common than the modelling industry want you to think.

You'd be hard pushed to find any woman who doesn't have the odd 'imperfection' here or there, yet you'll rarely find this portrayed in any magazine or ad campaign – until now.

Online fashion retailer ASOS, have been praised for using untouched photos of models proudly baring stretchmarks on their legs.

One eagle-eyed Twitter user spotted several photos on the swimwear section of the site clearly showing the models' natural bodies that have escaped the usual airbrushing process. 

After sharing her discovery with the rest of the twittersphere, many customers have thanked the company for helping to make 'natural' be seen as 'normal'. 

While the industry still has long way to go in representing all body types, this is definitely a step in the right direction.

Kudos to ASOS for making strides toward body positivity – hopefully more retailers will follow suit.