A FASHION brand has become the first to stop retouching all of its images in favour of celebrating “real beauty”.
In The Style have made the inspirational pledge as they launch a body positive campaign with Dani Dyer, acid attack survivor and an acne sufferer.
As part of their #ITSjustgotreal initiative, the clothing website will no longer airbrush website imagery and social media content.
Additionally, any images of celebrities or influencers wearing the brand on social media won’t be retouched either.
The new campaign sees Love Island star Dani – who has her own sell-out collection with the site – joined by plus size model Tinar Dandajena, acid attack survivor Naomi Oni, acne sufferer Abbie Bull and body positivity influencer Joey Brumby, among others.
However, Adam Frisby, the CEO and founder of In The Style, has revealed the brand will still be using “usual girl tricks” like “make-up and hairspray” for shots, but they won’t be “smoothing out any lines, wrinkles, lumps or bumps to sell you something that just is not real”.
“As a social first fashion brand we are becoming increasingly aware of the impact that editing our images has on our audience,” he told Femail.
“This is something that most, if not all retailers and marketeers do, to sell products in ‘the best possible way’.
“However, we believe it’s our social responsibility to tackle the subconscious reinforcement to women that they have to look like the impossibly airbrushed girls they see on websites.
‘This is one trend that is out of style at ITS and we believe it’s time to get REAL – we are all beautiful and we should celebrate that.
“Going forward, all pictures that are uploaded to our website and all original content created for our social media and marketing channels will show our models and ambassadors as the beautiful, unedited girls they are.”
He added: “Those stretch marks, moles, love handles, scars or cellulite should be celebrated in all their glory, and that’s exactly what we’re going to do.”
Also starring in the campaign is Eva Khyne-Sam, a make-up artist who has vitiligo, and body confidence advocate Nelly London.
Models Sophie O’Neil and Bethan Sowerby also joined the incredible line-up.