Why no longer need to be shy about stretch marks

Fashion brands and glossy magazines often fall under the fountain of criticism for desperately retouching the bodies of models that are involved in the shooting. And usually we are talking about both standard slim models, which are “covered up” with folds on elbows and armpits, and plus size models, whose bodies are subject to intensive adjustment in Photoshop, despite the slogans about body-positive and the adoption of figures of any type.

Ashley Graham in the pages of the magazine Elle Canada, October 2016

Ashley Graham in the pages of the magazine Elle Canada, October 2016

But the British online store Asos, whether out of good intentions, or for the sake of advertising its collection of swimsuits, decided to surprise everyone with the reverse trend and decided not to retouch the stretch marks on the bodies of the models while shooting the lookbook of summer clothes. It is unlikely that such an action should be called casual connivance - rather, the brand’s management intentionally resorted to natural photos, making a real stir on social networks. About the stretch marks and Asos swimsuits started talking all at once, confessing their love to the British brand and expressing gratitude that they did not bring the pretty models to perfection, but showed what they are: thin,slim and with stretch marks on the hips.

Asos advertising campaign, summer 2017

Asos advertising campaign, summer 2017

Here it is worth remembering that stretch marks have often become a hot topic in the wake of body-positive discussions. For example, Barbie Ferreira, a fairly well-known teen blogger and plus size model, posted photos of her stretch marks and shared the reaction of subscribers. Ferreira focused on the fact that stretch marks are a very frequent phenomenon in adolescents who, during the period of maturation, sometimes get fat, then lose weight due to hormonal jumps and suffer from their peers because of bullying.

Barbie Ferreira

Barbie Ferreira

The desire to promote natural beauty is gaining momentum, which, however, does not negate the fact that many still do not accept this new, devoid of gloss and “perfect packaging” world of fashion. This happens at once for many reasons. Firstly, the image of the model is lost as a kind of cult creation with a perfect body without any flaws, presented to it by nature as a generous gift. Before us is just a pretty girl, in the place of which any of us could be - if not with stretch marks, then with cellulite, and if not with cellulite, then with pigment spots and acne marks.

Secondly, this naturalness with the deliberate lack of complexes puts many girls into an aesthetic deadlock: if they previously had a certain ideal figure to which it was customary to strive, now the fashion industry seems to be disorienting them - this is the only beautiful body, in fact, not exists, and ... it is not clear why go to a beauty salon.

Makeup artist Sinta Cake Carrot

Makeup artist Sinta Cake Carrot

As feminists say, just imagine how many firms would go bankrupt at that very moment when all women would realize that they are beautiful as they are.

And this is true, because the desire to improve oneself is a set of rituals something akin to a religious cult, when in the process of repeating the same sacramental actions these same actions acquire some kind of essential for everyday life to such an extent that to explain what This practical benefit, no one is taken. For example, why stretching is something bad, and freckles is okay? In practice, none of the others have any negative impact on women's health, but on the methodical disposal of them, you can properly nerves themselves pull and empty the walletcreams and procedures.


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