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Positive Body Image at ASOS

We want to use our influence among young fashion-lovers in a responsible way.

We can do this by protecting the welfare of our models and promoting a healthy, positive body image to our customers.

150 models on our books.

30 different sizes of clothing, footwear and jewellery sold on ASOS.com

7,000 adults affected by eating disorders helped through online support groups provided by Beat and ASOS.

19,444 downloads of our #MySenseOfSelf body image resource.

Our Model Welfare Policy

It is important for us to find models that our increasingly diverse and international customer base can relate to. We have 150 models on our books, sourced from model agencies worldwide and through street casting. We have a Model Welfare Policy in place to protect our models. It states that we will:


  • Not work with models who are under 16.
  • Provide free lunch and snacks to models.
  • Closely monitor our models and raise any concerns about their health with their agency.
  • Employ models who are a healthy weight and shape.

Digital Manipulation

Our internal guidelines on digital retouching dictate that we do not artificially adjust photographs of models to change their appearance. When we retouch images, we do so to ensure the product in the image looks more like the real product, which usually involves aligning the colour more closely.

We're Committed To Offering All Sizes At The Same Price

We are committed to stocking the same items in our own-label ranges at the same price, regardless of size – all of our plus-size garments cost the same as our core size items. If discrepancies are ever brought to our attention we will amend the pricing to make sure items of different sizes are offered at the same price. We also encourage other brands we stock to follow the same approach.


“ASOS is one of the few retailers that has finally figured out that size 18 girls just want to buy what all the other girls are buying.”

Naomi Shimada
Model, Observer, October 2015


Collaborating With Others

Since 2013, ASOS has been working with the UK's eating disorder charity Beat to provide online support services for young people who have these serious mental illnesses and their families and friends. In the last year, 7,000 people accessed this online support, which aims to reduce isolation from these lonely illnesses, encourage individuals to seek help and empower them on their way to recovery.


“I just wanted to say thank you for giving me my first experience talking to other people with eating disorders. It’s genuinely made me feel positive and enthusiastic for recovery.”

Beat online group user

The Diana Award

ASOS partnered with the anti-bullying charity, The Diana Award, to launch the #MySenseOfSelf programme. The aim of the resource is to equip young people with the tools to challenge social and cultural attitudes towards body image, and to provide a safe environment to discuss body image issues. Read more about #MySenseOfSelf in our case study.

Communicating With Our Customers

We celebrate and promote the diversity of our customers through our social media presence, our editorial content and our website by:


  • Publishing articles on diverse and inspirational young women and men in our ASOS Magazine and on-site Fashion & Beauty Feed and Style Feed, focusing on their achievements not just their looks.
  • Enabling our customers to post images of themselves wearing the clothes they have bought through our#AsSeenOnMe feature.


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