ASOS Gets Applauded For Featuring Its First Disabled Model In Its Marketing



Image via ASOS

ASOS has its highs and lows as a major online fashion merchant: it was applauded for spotlighting diverse body types in its product images, poked fun at for some seriously ridiculous fashion trends, and then lauded again for not airbrushing back rolls off its model.

Now, the internet is praising the platform for making its clothes accessible for physically-challenged shoppers, as well as introducing its first disabled e-commerce model.

The company teamed up with UK Paralympic athlete and BBC reporter Chloe Ball-Hopkins to create a special tie-dye jumpsuit for its own ‘Design’ collection. She also modeled in the item’s photo shoot.

“[It’s] a fashionable yet practical waterproof all in one!” tweeted Ball-Hopkins. “Not just for people like me in a chair but for anyone. It’s about making fashion accessible!”

The Paralympian’s appearance follows that of Haitian-American model and amputee Mama Cax in ASOS’ activewear article.

Social media users were evidently pleased with the celebration of inclusivity.

“ASOS [is] leading the way!” tweeted ‘GraceyRx’. “This is honestly the first time I have ever seen a disabled model in a ‘normal’ set-up, rather than a special one to gain attention. So happy my ASOS addiction is fuelling a forward thinking, caring business.”

Female empowerment platform Gurls Talk wrote, “Great to see this sort of representation on the ASOS website. Shopping is something most of us take for granted in terms of representation. Seeing disabled people in the media through campaigns, as actors, singers is so important as it challenges the stigma around disabilities.”

Apparel brands are beginning to tailor their clothes for customers, rather than models. In a similar fashion, H&M has vowed to change its sizing system for accuracy.



Image via ASOS



Image via ASOS



Image via ASOS

Great to see this sort of representation on the @ASOS website. Shopping is something most of us take for granted in terms of representation. Seeing disabled people in the media through campaigns, as actors, singers is so important as it challenges the stigma around disabilities. pic.twitter.com/asQAprWFxS

— Gurls Talk (@gurlstalk) July 4, 2018

thank you @ASOS for giving us representation! it is so important disabled models are used and clothing can be adapted to individual's needs! pic.twitter.com/28ZVtKloyY

— rhiannon (@rhiannonmcgx) July 4, 2018

@ASOS leading the way! This is honestly the first time I have ever seen a disabled model in a ‘normal’ set up, rather than a special one off to gain attention. So happy my ASOS addiction is fuelling a forward thinking, caring business 🙌🏻 #equality #DisabilityRights pic.twitter.com/4bgTWzPrrV

— Gracey (@GraceyRx) July 4, 2018

I think this is the first time ever I've seen a disabled model featured like this in fashion advertising. Bloody brilliant @ASOS 👏 pic.twitter.com/FRmBPQKNgV

— Issy Panayis (@IssyPanayis) July 4, 2018

@ASOS created a Wheelchair friendly jumpsuit! it's not everyone's cup of tea but seriously HOW AMAZING is this! Deigned w disabled people! pic.twitter.com/4z8B9J4JxT

— Tanvi Vyas (@tanvivyas) July 4, 2018

It’s actually been designed with wheelchair users in mind!! Accessible clothing on @ASOS 😳 I seriously never thought I’d see this happen, so happy ☺️ I kind of want it pic.twitter.com/m1bHz0yh5H

— Shona (@shonalouiseblog) July 4, 2018

[via Pretty 52, images via ASOS]

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