The British retailer asked Thea to check her

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Thea Lauryn Chippendale's post on X with a screenshot of the Tinder conversation and an image of her in an ASOS dress.
The post went viral. As other users complimented the dress, asking where she bought it, ASOS decided to jump on the opportunity to defend not only the woman, but her choice of clothing.

direct messages (DMs).

The dress she is wearing in the image was still on sale at the time. The brand asked her permission to use user-generated content on its product page.

Thanks to Thea's ability to be vulnerable on social media and ASOS' social "listening," the whole thing went viral online. Multiple news outlets picked up the story, and Thea became the official model for the dress on ASOS's website.

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