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article imageFashion retailer says it will stop retouching to alter shape

By Lynn Curwin     Sep 3, 2010 in Business
One women's fashion retailer has announced that it will no longer retouch any photos to alter the body shapes of models.
In a press release Jacob said that it is the “first women's fashion retailer in Canada to publically commit to not digitally alter the body shape of its models.”
The policy applies to both the Jacob and Jacob Lingerie brands.
"As a socially responsible company, Jacob has always made an effort to promote a healthy image of the female body," spokesperson and communications director Cristelle Basmaji said.
The company stated that the basis of the policy is to promote an honest and realistic image of the female body, but that retouching will still be done to even out skin tones, erase tattoos and scars and calibrate colours.
Images from the fist campaign done with the no retouching policy are now in the windows of the company’s stores. They show three versions of photos: the raw image, the photo as seen in their advertising campaign and one that has been retouched as had photos in past campaigns.
More about Fashion, Retailer, Retouching, Shape, Jacob
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