British lingerie behemothic Figleaves has ditched airbrushing for its latest campaign.
The online lingerie and swimwear cast has launched Confidence Looks Great On You for AW18, featuring models of altered sizes who accept not had their anatomy shapes digitally retouched.
The models’ stretchmarks and curves accept been larboard unedited and the accumulating will affection darker shades of nude apparel to baby for a ambit of altered bark colours.
The additional admeasurement ambit will additionally be extended, accouterment for a admeasurement 28 aback to a 52 back, and an AA cup to K cup, both depending on range.
America’s Aing Top Archetypal adversary and Sports Illustrated archetypal Khrystyana Kazakova feature alongside ambit model Jennifer Atilemile and Zimbabwean-born Nyasha Matonhodze.
Russian-born Kazakova is a anatomy positivity activist and architect of the Absolute Catwalk, a blackmailer amphitheater balustrade appearance that appearance bodies of all shapes, sizes, ages, abilities and genders.
The way the three models pose is conceivably as aitionist as the brand’s accommodation to use assorted models and abandon airbrushing.
Kazakova, Atilemile and Matonhodze aren’t consistently abiding into archetypal lingerie advertisement poses that accomplish their limbs attending best and their stomachs flatter.
Instead, they stretch, lounge and anticipation to appearance how the apparel will move and sit on absolute bodies.
Tummy rolls are acclaimed rather than actuality stigmatised and the accustomed atom and arrangement of the bark is accustomed to flash through rather than actuality eradicated in Photoshop.
But they’re not by any agency the aboriginal to stop airbrushing. Missguided beforehand this year alongside BooHoo accept both opted for agnate campaigns. American Eagle was accomplishing it aback in 2014.
Jenni Burt, Figleaves’ arch of affairs and brand, said: ‘Figleaves welcomes all women and it’s important they feel visually represented back they appointment our website.
‘This is a adventure for us. We recognise we accept a way to go but are absolutely committed to acceptable absolutely inclusive.’
Smaller brands accept taken an alike stronger band on editing, with London-based Birdsong proudly proclaiming that no Photoshop is acclimated whatsoever in their artefact pictures.
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