The beauty and fashion industry is obsessed with Photoshopping photos of models. From digitally produced thigh gaps to removed limbs, models bodies' are getting nipped, tucked and spliced from every angle — but now, people are thankfully fighting back.
ModCloth, a vintage and indie-inspired online clothing store, made fashion history last month when the company became the first retailer to sign an anti-Photoshop pledge with the promise to not overly retouch photos of models, a new report states.
The action comes after a steady industry rise in airbrushing and photoshopping of women in magazines and advertisements.
"Since we signed 'The Heroes Pledge For Advertisers,' we’ve received an outpouring of love from across the globe,” said Christopher Preis, senior writer and editor for ModCloth. “While we’re thrilled to be leading the charge, we also realize that this is just the first step towards a more inclusive and truly inspiring shopping environment.”
(Photo Credit: ModCloth)
While the retailer is not swearing off photo-editing altogether, the company is making a conscious effort to stop the excessive manipulation of models' bodies and appearance in their advertisements and website photos. They will only be using Photoshop to balance colors and fix minor problems while keeping the original overall esthetic of the image, Carrie Thovson, ModCloth’s head of retouching, said in a recent interview.
“The don’ts are easy,” Thovson said. “We don’t smooth skin bumps or rolls, and we don’t remove natural freckles or moles. We refuse to enhance or diminish bust, thighs, arms or buttocks. We don’t do ‘airbrushing’ with the paint tool, and we avoid over-using the stamp tool.”
While digitally reshaping someone’s body to make their appearance more desirable to beauty standards has unfortunately become the norm, many medical professionals are now arguing that this type of photo editing advertises an ideal that girls and young women mistakenly think is real.
The American Medical Association has even issued an official policy discouraging advertisers from using photo-editing software like Photoshop, because it may contribute to poor body image and eating disorders, the report states.
According to ModCloth's website, the retailer will continue to be transparent with its customers about its pledge to not overly retouch photos and will label any photos of models who have been Photoshopped.
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