5 top brands that said no to photoshop and yes to true beauty
We have seen all the colors due to Photoshop, an advanced graphics program increasingly used by creatives, advertisers and fashion houses to make the bodies of models in line with the standards - often absurd, uneducational and unhealthy - imposed by the rigid fashion world.
In this regard, check out what Photoshop can do in this video: truly incredible!
Fortunately, not all fashion brands have adapted to these diktacts and rebelled, saying no to Photoshop and various retouching and endorsing a type of beauty, perhaps less "perfect", but certainly more natural and true.
Here are the main ones.
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1. Desigual
Among the most well-known fashion brands to say goodbye to Photoshop is certainly Desigual, which imposes itself against the absolute imperative of thinness and size zero. Like? With a new campaign starring Charli Howard, the most famous curvy model in the world.
The British model who acts as testimonial is famous for having chosen not to follow the beauty standards dictated by the fashion houses, but to accept her body with all the imperfections, which are actually wealth and a sign of diversity.
2. Aerie
Already in 2014 Aerie, a rather well-known underwear brand all over the world, made a counter-current and concrete choice: to launch a campaign in which all the models were portrayed in their natural state, without using photo retouching of any kind.
And the initiative paid off: after launching the hashtag #AerieReal, sales grew by 20% during 2015 and to date there are no signs of decline.
3. Target
US retailer Target launched an advertising campaign to promote its swimwear line by photographing models of all sizes and ethnicities without using Photoshop.
They are beautiful women you might meet on the beach, complete with stretch marks and scars. Among these are also Kamie Crawford and Denise Bidot, the curvy model who walked the runway during New York Fashion Week in February 2017.
4. Modibodi
Even the Australian Modibodi publicly takes sides against photo editing and the too thin bodies of models.
On social media, as well as for advertising campaigns, Modibodi models do not have only thin bodies, all the same; they are different girls because they have various ages and skin colors, as well as completely different physiques.
And yes, they are all natural and shamelessly show all those small imperfections - for example cellulite, or small spots - that make them really similar to all of us and proud to show themselves for what they are.
5. Where
Already in unsuspected times - in 2004 - the Italian Dove had launched a video against the use of Photoshop and in favor of "Real Beauty", showing how models' photos were retouched to make them look like they weren't.
The brand's commitment to natural beauty, neither built nor approved, has continued over the years, a sign of a consistency that is certainly winning and appreciated!
Congratulations to these brands - and they are not the only ones - who continue to surprise us with campaigns of this kind and we really hope that these strong and positive messages will be able to reach the recipients ... Girls, let's learn to love each other!
And if you are curious to see other models and actresses who have had no shame in parading and posing with their bodies that are certainly not perfect - at least according to the still prevailing aesthetic canons -, take a look at this gallery dedicated to them.
