This Online Retailer Has Announced A New Initiative That Will Revolutionise The Way We Shop For Clothes

Shopping online is a hit and miss kind of operation. You can order something that looks like it’s going to become the best thing in your wardrobe, only when it arrives, you find that it only looks good on one person, and that’s the size 8 model that’s wearing it in the picture. Clothes look different on different body shapes, and I’ve always been aware of that, not only from my personal shopping experience as a fat woman, but as someone with experience in the industry itself.

Lots of clothes are designed on a sample size frame - generally a small one - and size graded from there, so we shouldn’t really be surprised when some things don’t exactly scream perfection when we try them on. Especially when it comes to trousers or jumpsuits (basically anything that my thick thighs have to go near), I’ve found myself undoubtedly returning more than I’ve kept in my shopping history. So whilst now I shop in the plus size sections, my smaller self would’ve loved ASOS’ latest move in making shopping a more comfortable experience for those who don’t necessarily lives in a body similar to the fit model in the picture.

Following on from the online retailer’s move to ban the photoshopping of its models, they’ve now announced that they’ll be using a range of diverse models of different shapes and sizes to help customers get a better idea of how a garment would look on their body. Although they’re not the first brand in the world to introduce the initiative, they’re certainly the largest. ASOS said in a statement: ‘We’re always testing new technology that can make our customers’ experiences even better. In this case, we’re experimenting with AR (augmented reality) to show product on different size models, so customers can get a better sense of how something might fit their body shape.’

For now, the new feature is only available on a handful of items, but the changes are set to roll out across the site as well as the brand’s app in the near future. As a big fan of ASOS Curve, I’m personally looking forward to these updates on the site and I’m hopeful that the company is going to look beyond standard sizing and following this through to the plus size sections. That way their larger bodied customers are looked after, too — with a range going up to a size 30, clearly not all plus size women are represented by the size 18 models.

Good on you ASOS, for recognising that not all bodies look the same. It’s about time someone did.