Debenhams adopts un-airbrushed lingerie photography

This is not the first time Debenhams has shown its commitment to promoting positive body image - the store has run trials with size 16 mannequins in windows, worked with disabled models and paralympians.

This move is just another step which highlights the responsible retailer’s long standing commitment to encouraging positive body-image through minimal digital retouching and is an extra element to Debenhams’ inclusivity campaign.

The use of some digital photography techniques to create unrealistic body shapes and flawless skin can make men and women feel more insecure about their natural looks and size.

The retailers campaign is all about making women feel fabulous about themselves rather than crushing their self-esteem by using false comparisons.

Says Sharon Webb, Head of Lingerie buying and design for Debenhams: “We want to help customers feel confident about their figures without 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. 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.

Caryn Franklin, fashion commentator and co-founder of All Walks Beyond the Catwalk, says: “Fashion and beauty imagery that is honest, is absolutely crucial for all women to see. Retailers have the power to take a stance on digital manipulation, so, I’m delighted that Debenhams has taken the lead here and customer feedback will no doubt validate this important step.”

The model is naturally gorgeous and doesn’t need any retouching but the before and after images show an example of just how much the image could have been altered; including all of the following:

- Face and neck slimmed
- Under-eyes smoothed and lightened
- Teeth whitened
- Eyes whitened
- Waist pulled in
- Arms slimmed
- Tidy hands
- Underarms tidied
- Legs made thinner
- Stray hairs tidied
- Skin tone changed, smoothed and brightened
- Cleavage enhanced

Comments lingerie designer, Aliza Reger: “Airbrushing and other trickery are not necessary in order for women to look beautiful.

“Hopefully this act will demonstrate that products such as lingerie modelled by real women who have not been retouched can sell just as well as products advertised with extensive airbrushing, which has become the norm.

“Men and women can feel good about themselves knowing that beauty is not about achieving the unachievable."

70% of women and 40% of men report that they have felt pressure from television and magazines to have a perfect body image.

Debenhams