A popular lingerie store in the UK is now refusing to airbrush their models in a new plan it hope will inspire other companies to follow.
Debenhams will now feature models without airbrushing or any editing — showing women in their natural state and without all of the photo-enhancing techniques.
The company "wants to help customers feel confident about their figures without bombarding them with unattainable body images," as most ads for lingerie stores feature women with flawless skin and perfect bodies.
The media's portrayal of "attractive" women has trickled down to young girls who believe they have to be extremely thin to be seen as beautiful. Recent studies show that girls as young as 12 are unhappy with their weight and some are even showing signs of anorexia by skipping meals.
More than half of girls ages 14 or 15 say they want to lose weight according to a study by the Schools Health Education Unit.
"We want other retailers to follow suit and encourage positive body image through minimal retouching rather than bombarding them with unattainable body images," a spokesperson said. "As well as being positive from a moral point of view, it ticks the economic boxes as well. Millions of pounds a year are spent by organizations retouching perfectly good images. As a rule we only airbrush minor things like pigmentation or a stray hair and rely on the natural beauty of models to make our product look great."
The company is no stranger to natural ad campaigns as it previously put size 16 mannequins in its store windows and worked with disabled models and paraolympians.
The company's motto is "all about making women feel fabulous about themselves rather than crushing their self-esteem by using false comparisons."