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Debenhams to use un-airbrushed models

Debenhams is to launch un-airbrushed photography in its store windows as it seeks to promote natural beauty.

The high street retailer will show an untouched model poster in its Oxford Street store window this week modelling its new swimwear lines. Signage in the window will read: ‘We’ve not messed with natural beauty; this image is un-airbrushed. What do you think?’

Customers will see an image of how the poster could have been altered, such as making the arms slimmer and pulling in the waist. The initiative will be rolled out nationwide.

Debenhams director of creative and visual Mark Woods, said: “As a responsible retailer we want to help customers make the most of their beauty without bombarding them with unattainable body images. Our campaign is all about making women feel good about themselves – not eroding their self belief and esteem by using false comparisons.”

Fashion commentator and broadcaster Caryn Franklin, said: “Retailers do have the power to take a stance on digital manipulation. Fashion and beauty imagery that is honest, is absolutely crucial for all women to see.”

The campaign follows the retailer’s trial of using size 16 mannequins in store windows in January.

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