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.