14 DAY TRIAL // As critics continue to rally and lament the use of excessive airbrushing in fashion and beauty campaigns, clothing giant Debenhams is taking a step forward by advertising for its latest lingerie line in a very unique way. The company has released both the before- and after-retouching photos for the same product in what is meant as a move to draw attention to the practices in the industry, the Daily Mail informs.
This comes on the heels of a very strong movement in the UK to have excessive retouching of photos literally made illegal. This type of altered pictures presents the wrong image and consequently sends the wrong message to impressionable teens, who may be led to believe that this is how they should all look. In order to prevent that and stand out from the crowd, Debenhams is swimming against the current with the new campaign.
“She strikes the same pose in both pictures. But in the one on the left her stomach is more rounded, the thighs slightly heavier and her hair a little messier. Yet it is the ‘real’ image on the left that is being used by Debenhams in a move against airbrushed beauty. Concerns have been expressed that the use of airbrushing by fashion magazines and retailers in their advertising and glamour shots has created an unrealistic view of female beauty. The resulting perfectly slim form, unblemished skin and sleek hair are said to put enormous pressure on real women who cannot hope to come close,” the Mail writes.
“Debenhams says it is now breaking ranks with the rest of the high street by using pictures that have not been digitally enhanced in its windows to launch new swimwear lines. In the real picture, the bikini model would look pretty much perfect in most people’s eyes. However, in the airbrushed version a very slight roll of flesh below the bikini top has been wiped away, while her entire silhouette, the arms, shoulders, waist have been digitally slimmed. Her slightly shaggy cropped hairstyle has the odd hair out of place in the original. However, these have been removed while the model’s skin is now flawless and her lips extra glossy,” the publication further says.
Lib-Dem MP, Jo Swinson, the most vocal campaigner for the exclusion of Photoshop from ads and magazines, says Debenhams’ initiative is a praise-worthy one that will hopefully set an example. It’s sending the right message, that beauty is not striving to achieve the impossible and unachievable, just like all photos should.