An English company is taking a stand against retouched images that are incredibly common in today's advertising.
According to the Daily Mail, Debenhams, a department store, will only airbrush two things going forward: pigmentation and stray hair.
'We want other retailers to follow suit and encourage positive body-image through minimal retouching rather than bombarding them with unattainable body images,' said a spokesperson.
In addition to encouraging more realistic body expectations, Debenhams also said that millions are spent retouching photos and the company can now save money.
Debenhams has a history of encouraging a positive body image, as the company has run with size 16 mannequins and using disabled models.
A lot of people in the industry have voiced support for Debenhams.
'Airbrushing and other trickery are not necessary in order for women to look beautiful,' says lingerie designer, Aliza Reger.
'Hopefully this act will demonstrate that products such as lingerie modelled by real women who have not been retouched can sell just as well as products advertised with extensive airbrushing, which has become the norm.
- Dodgers facing new enemies, new expectations in 2014
- Carson Palmer eager for his encore season with Arizona Cardinals
- Bickley: Here are 5 reasons to be optimistic about 2014 Arizona Cardinals on eve of free agency
- LeBron James drops 61: How high can he go
- Josh Pastner's family has number of great tales to tell