The department store began a trial at its flagship branch on London’s Oxford Street in June, showing two images of a model in swimwear, one of which had been retouched. Customer feedback to the trial was ‘100% positive’, and overwhelmingly in favour of the unaltered image, a Debenhams spokeswoman told Marketing.
As a result, the store is sending tough guidelines to its roster of agencies outlining when they can and cannot use airbrushing techniques.
‘Under no circumstances will we make models thinner or change their skin pigmentation,’ added the spokeswoman.
The retailer has also used a size-16 woman in its ads as well as a model who is disabled.
The department store began a trial at its flagship branch on London’s Oxford Street in June, showing two images of a model in swimwear, one of which had been retouched. Customer feedback to the trial was ‘100% positive’, and overwhelmingly in favour of the unaltered image, a Debenhams spokeswoman told Marketing.
As a result, the store is sending tough guidelines to its roster of agencies outlining when they can and cannot use airbrushing techniques.
‘Under no circumstances will we make models thinner or change their skin pigmentation,’ added the spokeswoman.
The retailer has also used a size-16 woman in its ads as well as a model who is disabled.
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