asos models
source: Twitter

When we’re getting used to seeing stories of various brands putting out offensive or questionable product campaigns, it’s refreshing to see a clothing brand subtly do something awesome.

British company ASOS is featuring swimsuit models on their website that have acne scars, birth marks, and stretch marks. You know, like real people.

The Internet is certainly pleased with this choice too.

So it turns out representation matters?? Who would have thought??

Besides the fact that it is super exciting to see a model without their “flaws” airbrushed, there’s something else we love about this move by ASOS. They’re not bragging about it. There’s no big label or campaign that’s drawing attention saying “Hey look, we are featuring natural beauty! Applaud us!” It just is what it is.

You can search through the company’s swimsuit collection here.

Allie Bush is a Contributing Writer at Femestella. She is interested in creating and sharing entertaining and engaging content, in whatever form it may take. She is a proud TV junkie and in her spare time can be found watching late night talk shows, talking about Chrissy Teigen or Amy Poehler, or eating off of other people’s plates.