THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
Debenhams to use non-airbrushed lingerie images

Debenhams has stopped using airbrushed photographs of models posing in its lingerie ranges as part of its commitment to promoting a positive body image amongst its customers.

GENERAL MERCHANDISE

Debenhams to use non-airbrushed lingerie images

Debenhams has stopped using airbrushed photographs of models posing in its lingerie ranges as part of its commitment to promoting a positive body image amongst its customers.

The department store said that the use of some digital photography techniques to create unrealistic body shapes and flawless skin can make men and women feel more insecure about their natural looks and size.

It added: "We want to help customers feel confident about their figures without bombarding them with unattainable body images."

This is not the first time Debenhams has shown its commitment to promoting positive body image - the department store has run trials with size 16 mannequins in windows, worked with disabled models and paralympians.

Commenting on the move Sharon Webb, head of lingerie buying and design for Debenhams said: "As well as being a positive from a moral point of view, it ticks the economic boxes as well. Millions of pounds a year are spent by organisations retouching perfectly good images.

"As a rule we only airbrush minor things like pigmentation or stray hair and rely on the natural beauty of models to make our product look great."

Debenhams said that research by the YMCA found that 70% of women and 40% of men feel pressure from television and magazines to have a perfect body image.

Rosi Prescott, chief executive of Central YMCA explained: "Digital manipulation contributes to the unattainable "body ideal" portrayed in the majority of media and advertising.

"Millions of young people want to look like the pictures of models they see everywhere and the fact that 95% can't makes them feel bad about themselves."

Debenhams is now calling on other retailers to ban airbrushed images. "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.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019