Ever wonder why the clothes you try on from your ASOS delivery don’t look anything like they do on the models?
Sure, it’s probably got something to do with the fact you’re not a professional coat hanger and haven’t been Photoshopped, but it turns out there’s actually more to it.
Twitter user @xronnieann, who identifies as Ronnie, exposed a certain trick the fast fashion retailer uses to make their clothes look good on models.
In the now-viral tweet, Ronnie called ASOS out on the use of bulldog clips in order to make the material pull more tightly over the model’s slender body.
ASOS was quick to respond to the tweet, apologising for the mistake within minutes of Ronnie’s tweet.
Hi Ronnie, thank you for raising this with us. We're sorry to hear the clips are showing in the picture. We'll now raise this with our specialist team. If you have any questions please send us a message we'd be happy to help.— ASOS Here to Help (@ASOS_HeretoHelp) April 23, 2019
However, the tweet has nonetheless sparked a backlash from Twitter users, with some concerned the use of clips in shoots may give a false impression.
Wow, these sorts of things makes girls and even guys feel soo shite like make the clothes actually fit a normal person and don’t clip it so it’s a different shape than what it’s actually gonna turn up like! Fuck the edited bs give us the pictures that show the clothes that fit fs— maisy millard ♡ (@maisy_millard) April 24, 2019
Thank you!!!!!!!!!!!!!!!! 🤯 And there’s you doubting your body shape when the dress doesn’t hang right like the pictures and what not— Ronnie (@xronnieanna) April 23, 2019
The irony of the them clearly deceiving what the clothes actually look like yet recently banning accounts that “return too many items” 😡— Ann-Marie 🍯 (@annn1018) April 25, 2019
I always wondered why nothing ever fits even remotely close to the photos on the wesbites... guess now we know why. 😐— Laura Cunningham (@Laura0815) April 25, 2019
However, some fashion industry bodies have offered a possible explanation for the clips, suggesting the team may have been working with just one sample size on the shoot day which didn’t fit the model.
It could be cos they don’t have her size so she is wearing a size too big for her. I work in retail and if we don’t have the right size clothes for the mannequins we put on a bigger size and clip it like this, I could be wrong tho?— Charlotte Edwards (@je_suis_charley) April 24, 2019
its not that unlikely,— Graeme Cracka’ (@AlrightGraeme) April 25, 2019
most firms take the photos way in advance of the product being mass produced, they prob only have the samples on the shoot and they are only ever ordered in one size,
that and models are hired adhoc so your working with what items you have available that day with the model your working with that day so you make it work.— Graeme Cracka’ (@AlrightGraeme) April 25, 2019
Yahoo UK have contacted ASOS for comment.
While this incident may have been something of a faux pas for ASOS, it has lately garnered positive publicity for what it has purposefully shown in its photographs.
In recent years, the retailer has proved an ally to the body positivity movement, featuring models with stretch marks and back rolls on show as well as including plus size models – something which fashion brands like Victoria’s Secret have failed to do.