Every woman has stretch marks - so it shouldn't be such a big deal to see them in a fashion photo
You have them, your mam has them, that woman sitting beside you on the Dart has them. But the world of women's magazines constantly tells us we aren't supposed to have stretch marks. Flick through any magazine and you'll be bombarded by images of size-8, digitally retouched perfection, without a stretch mark to be seen.
Now after an eternity of being Photoshopped out of existence, online shopping site ASOS has acknowledged that stretch marks exist. A series of new photos were added quietly to the site, but Twitter users were quick to point them out. "ASOS not editing out girls' stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are," one user wrote.
ASOS is following a few other brands that have given up airbrushing imperfections for realism, such as Target, which launched unretouched swimwear ads back in March, and Aerie, which has committed to being Photoshop-free since 2014.