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UK retailer opts for non-airbrushed photos of models


A company that works with disabled models and Paralympians is adding to its list of noteworthy accomplishments by saying no to Photoshop.

Debenhams, a multinational retail chain the UK, has stopped using photos of lingerie models that have been airbrushed. It's a move that they hope will help to promote a more positive body image to the public and their customers. Helping people "feel confident about their figures without bombarding them with unattainable body images" is the idea, a spokesperson for the company said.

Flab and fine lines

A photo on the Daily Mail's website from the company depicts before and after photos of a Debenhams model, where clearly her arms have been slimmed, her breasts have been "boosted," her thighs have been sculpted and even her teeth have been whitened – among other things.

No more, the company states. Moving forward, they will only touch up small things.

"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," said Sharon Webb, Debenhams' head of lingerie.

The company has already banned the airbrushing practice from their swimwear campaigns, and they also candidly say how it's a smart financial move: millions of dollars are spent every year to retouch images with sophisticated software.

Leading the pack

Not only is Debenhams' announcement a praiseworthy move, but the company is also calling on other companies to follow their example.

"We want other retailers to follow suit and encourage positive body image through minimal retouching rather than bombarding them with unattainable body images," said a spokesperson.

The move comes just weeks after an H&M ad came under fire for airbrushing the curves off of Beyonce in a swimwear campaign. The singer was reportedly furious about the changes, and photos of the original shots have since been been circulating around the Internet.

Source: The Daily Mail

Photo via Debenhams