Monday, 1 July 2013
Debenhams aims for ‘positive body image’ with non-airbrushed lingerie snaps
High street giants Debenhams have stopped using airbrushed photos of models posing in their lingerie ranges in a bid to promote more positive body image in its customers.
The store’s latest campaign has banned any form of digital enhancements to its snaps, promising to keep in every freckle, wrinkle and skin blemish.
In doing so, they are aiming to help shoppers feel more confident about their own looks rather than wanting to conform to an unrealistic ideal.
‘We want to help customers feel confident about their figures without bombarding them with unattainable body images,’ said the retailer’s head of lingerie Sharon Webb.
‘As well as being positive from a moral point of view, it ticks the economic boxes as well,’ she added. ‘Millions of pounds a year are spent by organisations retouching perfectly good images.
‘As a rule we only airbrush minor things like pigmentation or stray hair and rely on the natural beauty of models to make our product look great.’
Here are some examples of airbrushing.
Debenhams has now called upon rival retailers to follow suit.
It is not the first time they have taken a stand against airbrushing techniques, having previously banned the practice from their swimwear campaigns.
The company has also worked with disabled models and Paralympians in its bid to promote more positive images of natural beauty.
Their decision comes in the wake of the row which erupted after H&M attempted to digitally alter shots of Beyonce modelling their latest swimwear range.
The singer was reportedly furious after discovering that her natural curves had been altered in the photos to make her appear slimmer.
The originals were later restored and used in the store’s worldwide advertising of the range.
I wish we would finally see the real girls on the posters. What do you think?
sorce: http://metro.co.uk/2013/06/14/a-round-up-of-the-top-10-designer-sales-this-summer-3840016/ & Kimono.pl