How many times has your online shopping session been derailed by spending an inordinate amount squinting at the ASOS model? Silently calculating: “So if she’s wearing an 8, I should get a…”, only to be ultimately disappointed when the item arrives and it either cuts you in half or is swimming around your ankles.
Yes, it is a first world problem, but these massive online retailers should be paying attention to what women’s bodies actually look like. When the model is just one type of shape and build, and the rest of us who don’t fit into a singular vision of what women look like, try on those clothes, they often look completely different.
Enter ASOS (cue angelic singing and sighs of relief from women everywhere). The online shopping giant has recently begun featuring models of different sizes showing the same piece of clothing so that shoppers can see how the top that they’re lusting after looks on different women.
The measure was spotted by Twitter user Eleanor, who sang the website’s praises after finding a dress that was shown on three different models:
omg i love @asos even more!!! finally showing the same item on girls with different body types ??? pic.twitter.com/fU6pcbb6wt
— eleanor ? (@ejhc13) March 16, 2018
ASOS then responded to the tweet promising that the measure would be rolled out on their app very soon.
With many online retailers criticised for their lack of diversity and inclusivity, the new feature from ASOS is a welcome step forward for women who have not felt represented when they shop. The fashion industry as a whole has long been condemned for their lack of attention to women of different shapes and sizes, and while in 2018 this seems to be finally changing, it still often seems to be a long way to real equality. Practical steps, as illustrated by ASOS’s efforts, are an effective way of improving things for women shoppers, and it’s great to see more options available. As if we didn’t already love ASOS enough.