Anyone who buys clothes online without trying them on beforehand will know about the frequent disconnect between the way a garment looks on a professional model compared to how it might look on an (equally beautiful but differently shaped) normal human body.
Unfortunately, because most websites only hire certain kinds of bodies to model their clothes on the internet, returning ill-fitting clothes is a feature of modern life for many of us who like to shop. But ASOS' game-changing latest move could cut the number of lunchtimes you end up wasting in the post office queue.
The online retailer has already made great strides towards body positivity and inclusivity, and has long been a trailblazer for plus-size fashion.
Now it's showing what the same clothes look like on different-sized models, giving shoppers a better idea of how a garment will look on a body like theirs.
The feature is already available on select women's items on the website and will be rolled out on ASOS' app soon.
"We’re always testing new technology that can make our customers’ experience even better," an ASOS spokesperson told us. "In this case, we’re experimenting how to show product on different size models, so customers can get a better sense of how something might fit their body shape."
Feedback on the feature on social media has been positive so far.
This helps massively, as I often wonder how clothes would look on me, when I'm clearly 5 sizes bigger than the model. Great move forward
— MysticMoon 🐺🌙💍 (@sirenmoonbee) March 21, 2018
as much as i rag on your delivery methods u are always paving the way when it comes to technology, fashion and body positivity!!! we 💕 asos
— eleanor (@ejhc13) March 21, 2018
I really like that @ASOS has the money and power to do this and hopefully lead the way. I find their fit information most useful and think they were early to add model heights and sizes too? I hope the positive feedback makes other brands follow too 😊
— Mille Saisons (@MilleSaisonsUK) March 22, 2018
This is great UX from @ASOS Showing clothes on a variety of models so buyers can see how it looks different on different shapes. Should help me realise/ visualise the fact I'm not 5ft 10 with tiny model boobs. https://t.co/rhcAFg6LaR
— Jessica (@JessMLepore) March 22, 2018
This is super helpful! Definitely have had to return stuff as I just didn't realise it would look so different on somebody with my body shape! So pleased to see all beautiful shapes and sizes represented 💜
— Marcelle Chamberlin (@marcellehoa) March 22, 2018
Replying to a question on Twitter, the brand couldn't yet say whether or not the feature would be available for menswear, but it would make any announcements on social media.
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