Home / Knowledge / News / Apparel/Garments / Debenhams adopts un-airbrushed lingerie photography
Debenhams adopts un-airbrushed lingerie photography
13
Jun '13
Debenhams has broken ranks with the rest of the high street by using 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


Must ReadView All

Textiles | On 19th Sep 2017

Karl Mayer expands service operations in Asia

Karl Mayer, a world leader in the production of warp knitting and...

Textiles | On 19th Sep 2017

Welspun bags Made in Green label by Oeko-Tex

Welspun, a leading home textiles manufacturer, has been awarded Made...

Courtesy: SGS

Textiles | On 19th Sep 2017

SGS expands testing facilities in Naucalpan, Mexico

SGS has expanded testing facilities in Naucalpan, Mexico, creating a...

Interviews View All

Smita Murarka
Amanté

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Angelina Francesca Cheang
MY ANJE

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Kevin Nelson
TissueGen

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Silvia Venturini Fendi
Fendi s.r.l

"Yes, my confidence and positive attitude are my strengths and should be...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

September 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
74.5%
No
12.8%
Skip
12.8%

Total Votes: 47

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.7%
No
25.5%
Skip
12.8%

Total Votes: 47

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
87.2%
No
6.4%
Skip
6.4%

Total Votes: 47

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
70.2%
No
10.6%
Skip
19.1%

Total Votes: 47


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search