ASOS is my Brand of the Week. I’m sure we are all guilty of scrolling through ASOS and somehow managing to have a basket full of clothes way exceeding our budget . Their size inclusive attitude is a less talked about topic but is hugely admirable and is really helping to change the fashion industry and the overall attitude towards body positivity.
Firstly looking at their clothes, a high majority of their products come not only in a variety of sizes but also for tall, straight, curvy, plus, maternity and petite. The sheer volume of body types they consider and accommodate for is such a positive attribute. It allows all body types to erase the thoughts that we all have whilst online shopping, such as, “will this fit me?”, or “urgh they don’t have my size!” – because with ASOS there is something and everything for all body types.
Another area of ASOS I want to look at is the statement on their website – “we want to give our customers the confidence to be whoever they want to be”. Now although these words can often be throwaway statements for fashion brands, in many ways ASOS demonstrates that they genuinely live up to this passion.
They let the stretch marks shine, the scars sit proudly and let the models natural shape take centre stage.
My absolute favourite part is that they do not edit out any part of the model. They let the stretch marks shine, the scars sit proudly and let the models natural shape take centre stage. You cannot scroll through the website anymore without finding a body you recognise. The brand boasts diversity, as well as unity between all body types. I think this is so important for our mental health; like many others I can put my hands up and unfortunately say I have compared myself to models online, an unhealthy habit that can lead to poor self-esteem.
Bodies should have never gotten into the trend of being edited to fit this unrealistic expectation in our heads.
Leaps are being made with brands like ASOS promoting real bodies and portraying how the clothes really sit. It helps us to move away from the unrealistic expectations of what we think we should look like based on the common image of perfection in the media and more to simply loving ourselves. Bodies should have never gotten into the trend of being edited to fit this unrealistic expectation in our heads. Brands like ASOS are trailblazing the incorporation of real, natural bodies in all their glory and thus meeting their mission to make fashion “fun for everyone”.
Last modified: 7th November 2020