Earlier this year, shoppers applauded the fashion brand for featuring a plus-size model absolutely rocking a yellow bikini. Last summer it won praise for refusing to Photoshop the stretch marks on women modeling its swimwear.
ASOS has also recently unveiled plans to make its website more inclusive by having models of different sizes photographed in the same dress.
Now the online retailer is once again flying the flag for fashion diversity by showcasing different body types in its promotional images.
Social media has rejoiced at the sight of the model ASOS picked to show a Missguided maxidress with an open back. The dress revealed not only her tattoo but also her perfectly ordinary back rolls.
While a photo of a woman with back rolls shouldn’t be a big deal, in an industry fixated on taut, toned bodies, it makes for a refreshing change.
Plus-size model, writer, and influencer Callie Thorpe was among the first to celebrate the show of body diversity.
— Callie (@CallieThorpe) May 31, 2018
Her tweet quickly got attention from her followers, racking up more than 400 retweets and over 2,500 likes.
After decades of seeing clothes modeled on bodies that don’t reflect the reality for most women, retailers like @ASOS @Missguided and @riverisland are seemingly – and gradually – realising that customers like to see themselves represented by brands. https://t.co/ADuqprfqQL
— Be Real (@BeReal_Campaign) June 4, 2018
Every time I see a roll on a model it’s like YAS QUEEN YOU ARE BEAUTIFUL INSIDE AND OUT YOUR BODY IS A TEMPLE AND I WORSHIP YOU which is a fairly normal response I feel
— Rowan (@RowanKitchen) May 31, 2018
Some of those praising the images explained how seeing more diverse body shapes in the clothes would make them more likely to purchase an item.
I love seeing chubby models. I want to see more bodytypes to show how the clothes look on non traditional hourglass shapes. I wanna see back rolls and bat wings. I wanna see apple shapes. I love it!
— NoirExperiences (@noirexperiences) June 1, 2018
Read more from Yahoo Lifestyle:
Miss America is cutting swimsuit, evening gown portions: ‘We’re not going to judge you on your outward appearance’
People are complaining about Serena Williams’s new fashion line not being size-inclusive
Diverse bikini photo shoot has empowering message: ‘All bodies are beach bodies’