Department Store Bans Photoshop
You’ve got to hand it to Debenhams. The U.K. department
store retailer started by using plus size mannequins in the windows of its
stores because they more accurately reflected the sizes of its customers. The
company has also used a disabled person in a wheelchair to model in one its
ad campaigns. Now the company has decided, in keeping with its promotion of
natural beauty, that it will no longer allow photos of its models to be retouched.
to a report in the Daily Mail, a sign next to a shot of a
model in the store’s window reads: "We’ve not messed with natural
beauty; this image is unairbrushed. What do you think?"
"Our campaign is all about making women feel good about themselves —
not eroding their self belief and esteem by using false comparisons," said
Mark Woods, director of creative and visual for the retailer.
"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," he told the Mail.
Discussion Questions: What do you think of Debenham’s push for more natural,
authentic beauty in its visual displays and advertising? Will consumers think
of the retailer as being more honest than its competitors through steps such
as this? Is this something that would work in the U.S.?
- Debenhams bans
the airbrush from swimwear ad campaign – and lays bare all the sneaky tricks
of the trade – The Daily Mail