In a move to promote positive body image and inclusive diversity, Debenhams has announced that it will cease the practise of airbrushing models featured in their lingerie ads.
The objective behind the decision is to make “women feel fabulous about themselves rather than crushing their self-esteem by using false comparisons”.
“We want other retailers to follow suit”, said the stores spokesperson, “and encourage positive body-image through minimal retouching rather than bombarding them with unattainable body images.
“As well as being a positive from a moral point of view, it ticks the economic boxes as well”.
Commenting on Debenhams decision, Sharon Web (Head of Lingerie buying and design for Debenhams) said:
“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.”
This is not the first time Debenhams has broken away from the advertising norm e.g. in the past the retailer has featured disabled models and paralympians in their ads.
“ This is a small but important step”, said Julie Court (My Body Beautiful’s founder). “I’d like to see them go much further. Hopefully, Debenhams natural lingerie ads will be the start of a much bigger initiative that can be rolled out across many of their lines.
“Media images that are true to life in appearance, i.e. shape, size, blemishes, wrinkles etc, should be a normal everyday sight for individuals, both female and male.
“Formal research and anecdotal evidence gathered at our teen workshops show that children, teens and adults, tend compare themselves unfavourably with media images and desire to look like them. This does not bode well for these individuals body image and self confidence.
“Hopefully other influential High Street names will follow Debenhams lead.