With respect to the body: 11 brands that do not abuse photoshop
In the fall, France introduced a new law. regarding photo retouching. New rules oblige advertisers and publications to indicate that the frames were processed in Photoshop or another graphic editor. The reasons for innovation are obvious: often retouched photos in advertising campaigns look like a crime against anatomy and an attempt to deceive the force of gravity. Even if the pictures are minimally edited, the models on them are seemingly devoid of human features: uneven skin tone, bruises under the eyes, moles, freckles and pores.
In contrast to commercial magazines, many independent brands have long since abandoned photoshop in favor of professional make-up and skillful light. Large brands follow their example: the models in lookbooks are more and more like real people. We talk about the bold brands that do not abuse retouching.
Aerie
The brand of underwear refused to retouch in 2014: the advertising campaign was accompanied by the slogan "There is no retouching. The real you are sexy." Since then, the Aerie aesthetics has not changed: the brand produces cute and comfortable cotton sets with lace, which models of different builds demonstrate. The girls in the pictures proudly show freckles, birthmarks, scars and traces of piercing. After all, the most interesting thing about us is our stories.
Me and you
The resolute femmark from New York belongs to the creative duet Mayan Toledano and Julia Beilis. The girls met while studying at Parsons, and a year later they created a brand of basic things with loud slogans promoting the idea of female friendship and mutual support.
Designers were supported by photographer Peter Collins, founder of Rookie Mag Tavi Gevinson and activist Arvida Biström. Today, the brand produces large earrings and rings (for example, with the phrase "Bad Bitch"), pants and T-shirts with the words "Feminist", stripes, badges and sweatshirts. Me and You do not spend extra money on shooting lukbukov, and prefer to photograph new things on friends and acquaintances who pose against the backdrop of New York streets.
Lonely
Another lingerie brand, which is not keen on excessive retouching. Lonely makes lace bras and bikinis, translucent bodysuits and swimsuits and glorifies the beauty of the female body in all its manifestations. Models most of all resemble ordinary people, do not hesitate to lack of hair removal and are removed without makeup. Underwear for expectant mothers is shown by pregnant girls, and most of the items from the main line of the brand are shot on owners of different types of figures.
Another noteworthy section on the site is the "Lonely Girls" tab, where the founders of the brand introduce readers to Lonely ambassadors who inspire designers to create new collections, including young mothers, independent photographers, musicians, activists and strong-minded girls.
Monki
A good example of how the giant of the fashion-industry responds quickly to changes in public landmarks. H & M has repeatedly been accused of abusing photoshop, which cannot be said of the brand’s “younger sister” - Monki. The brand for young and freedom-loving people regularly attracts real people for advertising campaigns, speaks about women's rights, and the brand ambassadors have more than once become femtivist women like Arvida Biström.
Monki models have different body builds, and they do not hesitate to freckles, chippers between teeth or uneven skin tone. Considering that the brand works for a young and progressive audience, this is almost a 100% hit.
Asos
Another good example of working with an audience is the Curve lineup of an ASOS online store. The size-plus models of the British mass market are in fact the 46th European size, and the retouchers do not try to erase traces of stretch marks and cellulite, whiten the skin of the girls on their elbows or block their knees. Such honesty is especially important for online stores, where it is necessary to buy clothes without fitting.
Cyrille Gassiline
A couple of years ago, the Russian brand of basic clothing chose the seventy-year-old model of Oldushka agency as the face of a new lookbook - it seems that this is already enough to believe in the boldness of Cyrille Gassiline’s visual expression. Simple and comfortable clothes on the site demonstrate models of different height, age and skin tone. The brand has never spoken openly against the use of retouching, but in the lookbooks of the brand, relaxed postures, natural make-up and the kind of ease that many brands lack.
Modcloth
Modcloth was one of the first brands that officially refused to retouch photos. This happened back in 2002, when literally no advertising campaign could do without Photoshop and other photo editors.
Since its inception, Modcloth has focused on the most diverse audience, and especially on owners of "non-standard" sizes. The assortment has almost all the components of the wardrobe - from swimsuits, underwear and accessories to outerwear and business suits. Considering that fifteen years ago there was no difference in the plus-size goods market, for many the site became an alternative to today's ASOS.
Thinx
We have already talked about Thinx, the American brand of underwear, designed to protect from menstrual spots and leakage. The brand was founded by friends who wanted to make an effective and convenient means of dealing with discomfort during menstruation. At first, many perceived a new initiative in hostility - for example, the administration of the New York subway refused to place an advertising campaign for Thinx (in their opinion, the word “period” could shock children). But soon they started talking about the brand in the press, and the first owners of lingerie appreciated its functionality. Thinx founded the THINX Foundation, a charity for women. Of course, the brand with such a clear position opposes any taboos: photos of girls in Thinx lookouts are not subject to retouching.
narvskayadostava
narvskayadostava is a clothing brand of the same name art group from St. Petersburg. Its founders produce basic wardrobe items such as T-shirts, sweatshirts and bags with slogans ("F is for Feminism" - forever in our hearts). Funds from the sale of things girls transfer to crisis centers that support women in Russia (for example, the St. Petersburg organization "INGO"). The heroes of the lookbooks of narvskayadostava are the familiar founders: activists and artists, bloggers and musicians, feminists and feminists. Retouching boycott is a logical continuation of the main activity of the art group.
Pansy
Pansy Californians are a lingerie brand founded by two friends. Cotton for multicolored sconces, underpants and home wear is grown in Texas, and the production itself is located fifteen minutes from the girls' house - in other words, ethical production as it is. In addition to conscious consumption, a variety of models and comfort have become fundamental for the brand: girls in loukbuks show lingerie with real parameters, naturally posing against the backdrop of fields, mountains and the ocean.
Marieyat
Marieyat is a brand of comfortable, basic, but unbanal underwear. Marie Yat decided to launch her own brand when she couldn’t find things in stores that she would like and suit herself. Seamless soft underwear made of organic cotton and pastel shades of silk, almost not felt on the body and is perfect for every day. The designer actively supports the idea of natural beauty and understands how hard it is to choose the right model of underwear online. Therefore, all items Marieyat removed on real people who are not shy stretch marks, scars, skin irregularities and other peculiar to all of us will take a living person.