Overall, the fashion industry can do so much more to promote healthy body image and self-esteem. However, there are a few brands that are taking steps in the proper direction. The fashion industry still has a long way to go, but progress is underway.
In August 2014, ModCloth became the first fashion company to sign the Heroes Pledge for Advertisers.
1. To do our best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in our ads in post-production.
2. That if we do materially change* the people in our ad(s), we will add a “Truth In Advertising” label to these ads to ensure consumers, in particular children and teens, do not confuse an advertising “ideal” with what’s real. (Specific Label Language and Size Requirements TBD.)
3. Not to run these ads in media where children under 13 might see them”
ModCloth is known for using non-professional models. Their website features a host of diverse, beautiful women who look amazing in signature, vintage styled clothing. The company has not used professional models since its conception in 2002 and has never used Photoshop to retouch them. “We’ve always believed in celebrating and showing real women in our marketing,” ModCloth chief marketing officer Nancy Ramamurthi told TODAY.com.
"Our company mission is to help our customers feel like the best version of themselves, and aligning with this movement to stop the extreme and harmful photoshopping of women in advertisements is one more step in the right direction," Co-Founder and Chief Creative Officer Susan Gregg Koger said in a statement to HuffPost Style. "It is time for the industry at large to portray women in an honest and realistic way. It should be the norm, not the exception."
Aerie, the lingerie company from American Eagle, abandoned all photoshopping early 2014 with their Aerie Real campaign. They are celebrating the many shapes and shades that make women beautiful.
In 2016, I look
forward to more fashion brands taking the leap to abandon Photoshop. In the
world we live in it makes no sense to alter the natural beauty of these women.
Photoshop simply takes away from the women’s natural radiance. When a photo is
retouched, women end up looking like dolls (this is not a compliment). Instead
of women looking at other women, they see images of a flawless doll. As
consumers, we subconsciously start trying to model our bodies after inanimate
objects and unrealistic ideas of perfection. There have been numerous studies
like this
one,
this
one,
this
and this one
that show a strong correlation between female body image and mass media. One
day the entire industry will learn that every woman’s body is unique with her
own set of challenges and triumphs.
