Jacob leads the charge in adopting a no re-touching policy for model photos!

The models in the Jacob and Jacob Lingerie campaigns are going to be a little less perfect starting this fall - Jacob has committed to no longer digitally altering the bodies of its models in images for both brands.  Why they doing this - feelings of social responsibility to promote a healthy image of the female body, is their reasoning and the feeling that digital photo manipulation has become excessive in the industry.  This makes them the first Canadian fashion retailer to take this stand.

Of course that doesn't mean that no retouching will be done, colours will still need to be calibrated for better product representation and to even out skin tone or erase tattoos and scars.

The above pictures will give you an idea of what goes on: the first one is the actual photo taken, the second is the image they would now be using in the campaign and the third is what they would have done in the past before the new policy.  I look at the first picture and think that she is gorgeous and what could you possibly need to do to fix her - but look how much skinnier her legs are between the first and third pictures, and of course her boobs look bigger and her waist looks smaller.  The differences are very subtle but really if advertisers are doing this kind of crap to an already skinny, perfect looking model, it's no wonder the rest of the female population has body image issues!  To be honest, I like to look at clothes on slim, attractive models, but an untouched model is still plenty perfect enough!

Good for you Jacob, this is certainly a step in the right direction!

- Lisamarie -