What a refreshing development – Debenhams, a UK retail store, is running a swim campaign by loudly renouncing retouched photos.
Yes, selling swimsuits by showing images of models that haven’t had their arms literally shaved off and their waists whittled to unbelievable proportions. Could it really be true?
Yes. The store’s windows display large, clear images of un-retouched bikini models next to a “typical retouched” photo of the same girl.
Sadly, the photo on the right looks more familiar for a catalogue or product image, doesn’t it? How nice is it to see a literally real girl wearing a bikini and looking amazing, though? We can only hope that this is a big step for retailers.
As if Debenhams hadn’t done enough, they also supplied an image detailing how the retouched photo was created. Outlining every single change to this beautiful model’s body, as is typically done in photoshopped product photos. The image is a little shocking, and a bit disheartening.
Good lord. And people try to argue that the idea that beauty standards are not being enforced by the media and retailers. This is hard evidence that we are all being manipulated. Accompanying these photos and this campaign, the Creative Director of Debenham’s had some great things to say about his vision:
As a responsible retailer we want to help customers make the most of their beauty without bombarding them with unattainable body images. Our campaign is all about making women feel good about themselves – not eroding their self belief and esteem by using false comparisons. Not only does it make sense from a moral point of view, it ticks the economic boxes as well. 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. We are proud to bring the issue of re-touching into the main stream when the likes of Britney Spears and Madonna are using unairbrushed but over-lit images as a shock tactic.
We only wish that we lived in the UK so we could support this progressive, forward-thinking, and body-positive organization.
Have you seen any other campaigns like this?
Tell us!
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BRAVO!!!! http://fb.me/EEfK1p4N
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Posted by Jody | July 24, 2010, 2:52 pmUK Department Store Shuns Retouching http://shar.es/mMqvk
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Posted by Rosanna Tarsiero | July 24, 2010, 4:32 pmThe shocking thing is that it took me a few minutes to be able to spot the difference, but then you do and its like wow how much have they ‘skimmed’! The sad thing is the model is stunning, she didnt need any of the airbrushing, bravo Debs!
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Posted by Pearl Westwood | July 30, 2010, 4:23 amRT @TheDemoiselles: UK Department Store Shuns Retouching http://bit.ly/bLbkhG
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Posted by Kinsey Oleman | August 2, 2010, 8:45 pmWhen I’ve edited pictures in the past I always struggled with hair on people’s heads if I needed to do something like change the background. Didn’t know just chopping it off was the acceptable thing to do!
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Posted by Marina Rock Hyrax | August 3, 2010, 5:09 amI wish all photoshopping on clothing and makeup ads were disallowed. Truth in advertising, please. It is hard enough to feel good about myself when sitting next to a size 6 ordinary person, but when every clothing ad is filled with flawless skin and Barbie-like figures, I end up feeling a lot like Shrek!
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Posted by Ms. Moran | August 5, 2010, 12:48 amUK Department Store Shuns Retouching | The Demoiselles – http://bit.ly/bJJJun <- Very cool campaign!
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Posted by crime_drama | August 26, 2010, 4:00 am