Body poppin'

27 March 2018 | Liz Bowen

ASOS is currently riding high in my PR good books.

Firstly, there was its very self-deprecating post on social media last week after it printed 17,000 bags with a typo. The clear bags, which are used to package items for delivery, were printed as normal with the company’s tagline ‘discover fashion online’.

However, something obviously went wrong in the copy proofing department as ‘online’ was actually spelt ‘onilne’. Rather than ignore the issue or wait until eagle-eyed customers spotted the mistake, ASOS sent a post to its millions of social media followers informing them of its new, ‘limited edition’ bags.

Not only did ASOS save face in light of a slightly embarrassing typo (we’ve all been there), but, with many people commenting on the post to ask ASOS to not just discard the bags and actually reuse them, the company came forward and confirmed this was absolutely its plan. 

GSOH and environmentally friendly? Bravo, ASOS, bravo.

But wait…there’s more.

This week brought more good news from the online hero. If you’re a regular reader of our blogs, you’ll know that we’re huge supporters of anything that promotes ‘real beauty’. Most recently, Kate praised Missguided for using unedited shots of models on its website.

ASOS has always been renowned for its positive stance in the industry, having famously banned photoshopping on its models and launching its popular plus-size line.

It’s latest announcement then has certainly got people talking, and positively.

Buying clothes from an online retailer is always a bit of a risk. If, like me, you’re not 5”9 and a size 8/10, it’s often difficult to tell exactly what an item will look like on you until it lands on your doormat.

Some days you’ll be onto a winner, others it’s a trip straight back to the post office with a bag full of brand new clothes that just aren’t for you.

So what is this latest revolutionary announcement all about? Well, ASOS is set to roll out a new feature across its website and app which shows models of all body shapes and sizes wearing the exact same garment, removing the guesswork. Now you can see exactly what an item may look like on you before you click ‘buy’.

Fashionistas have praised the feature with many thanking the brand for its approach to offer more diversity.

As frontrunners in the campaign for body positivity, ASOS continues to break down barriers and generate some really, really positive coverage.