ASOS is having different-sized models wear the same clothes — but some people think it's problematic

• Online retailer ASOS is starting to show its clothing on a range of models with different body shapes.
• The brand confirmed this initiative in a response to Twitter user Eleanor, who first noticed the change on its website.
• ASOS told Cosmopolitan UK that it is experimenting with technology to show products on models of different sizes to improve the customer shopping experience.
• Many people like the change.
• However, others think the brand isn't including enough sizes.

Online retailer ASOS is making an effort to acknowledge body diversity in new updates to its website.

While shopping online, Twitter user Eleanor noticed that the brand used photos of three women modeling the Cherry Print Mini Sundress with Strappy Back to show how it fits in a variety of sizes.

Since people come in all different shapes and sizes, it can be difficult to envision how a garment might fit anybody who is not similar in size to the one featured model. This new concept is challenging how brands traditionally use photos of just one sample-size model to present clothing online.

When ASOS caught wind of Eleanor's tweet, it confirmed that this development is a work in progress and that it will be rolling out on its app.

In a statement to Cosmopolitan UK, ASOS elaborated on the goal of its new initiative: "We're always testing new technology that can make our customers' experience 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."

The changes have not yet been applied to the entire site or app, but many people on Twitter are encouraged by the progress. 

Some people think that ASOS is making online shopping more relatable and that the change means they would make fewer returns.

While many people find ASOS' website update to be a positive change, others do not think the brand is being inclusive enough.

Some people think ASOS doesn't show diverse sizes.

Others have expressed concern over ASOS' use of computer technology to map the clothes onto different women.

In the Size & Fit details for the Cherry Print Mini Sundress with Strappy Back, ASOS lists each model's height along with the dress size that she is wearing. For this particular dress, each model is listed as being 5'10" and is wearing either a US size 4, a US size 8, or a US size 10.

ASOS has demonstrated the change on a few pieces already.

One example on the site shows three other models wearing the Midi Ultimate Cotton Smock Dress, representing various heights and a range of sizes.

A group of women also modeled the Black Midi Dress with Button Details.

Based on ASOS' public responses to people on Twitter, it seems that the brand is still exploring how to best implement this new approach to its website.

When one Twitter user inquired if the brand will present its men's clothing in the same manner, ASOS responded that it can't confirm yet as it's still testing the technology.

In the same thread, ASOS replied to another Twitter user to provide reassurance that it will still show all angles of its clothes online.

Though ASOS has been accused of selling insensitive and unoriginal clothing in the past, the retailer has also been praised for promoting body positivity. It seems that the latest change on the retailer's website is part of its continued effort to be more inclusive; in the past, ASOS has used unedited photos that show models' stretch marks and acne scars.

A representative for ASOS did not immediately respond to INSIDER's request for comment. 

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