Manchester-based etailer In The Style has pledged to stop retouching all of its website and social media imagery, starting with its new advertising campaign.
The #ITSjustgotreal campaign features nine women including Love Island winner Dani Dyer. From today (14 February) every new piece of content created and uploaded by In The Style, including its celebrity and influencer collaborations, will receive no airbrushing.
In The Style CEO and founder Adam Frisby said: “As a social-first fashion brand we are becoming increasingly aware of the impact that editing our images has on our audience. This is something that most – if not all – retailers and marketeers do to sell products in “the best possible way”. However, we believe it’s our social responsibility to tackle the subconscious reinforcement to women that they have to look like the impossibly airbrushed girls they see on websites. This is one trend that is out of style at ITS and we believe its time to get real – we are all beautiful and we should celebrate that.
“From today, and going forward, all pictures that are uploaded to our website, and all original content created for our social media and marketing channels, will show our models and ambassadors as the beautiful, unedited girls they are. Of course, we will still use all the usual girl tricks – make-up and hairspray – to create our vibe, but we will not be smoothing out any lines, wrinkles, lumps or bumps to sell you something that just is not real.
“Those stretch marks, moles, love handles, scars or cellulite should be celebrated in all their glory and that’s exactly what we’re going to do.”