Canadian fashion label JACOB says “No” to retouching photographs of models

On September 1st 2010 leading Canadian fashion label JACOB released a statement saying they would no longer be using tools like Photoshop to “retouch” their models in any of their new publicity.

“As a socially responsible company, JACOB has always made an effort to promote a healthy image of the female body. By adopting an official policy and broadcasting it publicly, we hope to reverse the trend in digital photo manipulation that has become excessive in our industry,” says spokesperson and Communications Director Cristelle Basmaji. “Our decision to never reshape the bodies of our models is particularly innovative for our JACOB Lingerie campaigns.”

They openly and honestly say there will be times they use the tools to enhance their photos such as colour matching  but will not change the shape of their models.

Photographs and publicity are already in stores across Canada and they are hoping that this bold step will see other follow.

Full press release here

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One Response to Canadian fashion label JACOB says “No” to retouching photographs of models

  1. Anita says:

    Hi there
    I feel as a plus size model, that retouching is OK. As long as they are not changing her size colour (etc..). I would want what I call a great picutre if I was doing a shoot. Like even skin tone, colour contrast and to be able use me in the green room for example. For me this is not they real problem. Its about not using models of all shapes and sizes, no height restrictions, models of colour and models with disabilities. They constantly avoid these kind of models and I would love for the fashion industry to accept that a change is coming……….

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