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In The Style pledges to stop retouching its photography

Lauretta Roberts
14 February 2019

Etailer In The Style has made a pledge to stop retouching imagery on its website and across its social channels; the move forms part of its #ITSjustgotreal campaign which is fronted by Love Island star Dani Dyer.

The Salford-based business said that as a "social first" fashion brand it was becoming "increasingly increasingly aware of the impact that editing our images has on our audience". The rule will also apply to all the content produced in partnership for the brand with social media influencers and celebrities.

CEO and founder Adam Frisby said: "[Retouching] 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 its time to get real – we are all beautiful and we should celebrate that.

“From today, and 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. Of course, we will still use all the usual girl tricks – make-up and hairspray – to create our vibe, but we will not be smoothing out any lines, wrinkles, lumps or bumps to sell you something that just is not real."

In The Style's move is part of a wider transparency movement across social media. Recently the Competition and Markets Authority (CMA) secured pledges from some of Instagram's best known fashion influencers, such as Alexa Chung and Jim Chapman, that they would do more to disclose when they had been paid to post or gifted items to post on their social channels.

Brands are also seeking to work with more diverse models when it comes to age, ethnicity and body shape as the Victoria's Secret-style image of perfection begins to look more and more anachronistic.

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