There’s no denying that ASOS knows its fashion – and, thanks to its innovative customer service and delivery options (not to mention its ‘try before you buy’ feature), the store has earned itself a bookmark in many an online shopper’s web browser.

Now, though, the retail giant has upped its game by having models of different shapes and sizes model the same clothes – and, in doing so, has made its website more inclusive than ever.

Twitter user Eleanor brought the initiative to the internet’s attention, sharing a series of screengrabs from the website on her feed.

“Oh my god, I love ASOS even more,” she wrote excitedly. “They’re finally showing the same item on girls of different body types.”

It wasn’t long before her Twitter thread was flooded with replies from fellow shoppers.

ASOS has since responded to the excitement in a statement, confirming that they will be rolling their body positivity initiative out across their app soon, too.

“We’re always testing new technology that can make our customers’ experience even better. In this case, we’re experimenting with AR to show product on different size models, so customers can get a better sense of how something might fit their body shape,” they told us.

However, some social media users have since suggested that ASOS still has a long way to go before it could truly be considered diverse.

Elsewhere, others expressed a concern that the website would – as a result of this initiative – be nixing all of its photos of the clothes from different angles.

Thankfully, this was a worry which ASOS wasted no time in putting to rest.

ASOS have long garnered praise for their affordable and stylish ASOS Curve range, which caters to UK sizes 16 to 30.

And the online retailer was recently praised for showcasing models with stretch marks in several of its swimwear images, rather than retouching or photoshopping out the so-called imperfections.

Twitter users took notice of the unretouched stretch marks on the ASOS site and were quick to commend the body-positive move.

“@ASOS thank you SO much for not getting rid of her stretchmarks, she’s stunning & this will help girls embrace theirs, I am!!” one user wrote.

Another added: “ASOS not editing out girl’s stretch marks on their swimwear photos is giving me so much life, look how beautiful they all are.”  

All hail ASOS.

Image: ASOS