In recent years, many young individuals are speaking out against injustices that were prevalent in recent years, especially within the beauty industry. The beauty and fashion industries have gotten away with setting unrealistic expectations for “perfection” for years; finally, we have decided to take a stand against this.
Some brands are proving that they hear our complaints; in fact, some beauty and fashion brands are attempting to break away from the stigma by promoting real men and women. By real, we mean un-retouch, un-edited, and authentic beauty.
While very few clothing brands have publicly announced this switch, the few that have have been integral in the overall shift of the beauty industry. Here are three of such companies that we have chosen to highlight for their efforts to go against the American beauty standard.
In 2014, Modcloth signed a “No Photoshop Pledge”, pledging to do their best to no longer retouch models and/or clothing items for their merchandise. The pledge also outlines that no retouching will occur in ads target towards younger men and women (under the age of 13). While this pledge is an excellent step in terms of broadening the beauty standard, we hope that, eventually, even more brands will pledge to eliminate photoshop from their advertising process completely.
The online retailer was the first clothing brand to make this pledge, but their change influenced many other smaller clothing brands to make this pledge as well.
Aerie is considered the first lingerie retailer to break away from the photoshopping standard. In 2014, Aerie launched their #AerieReal campaign, which featured only unretouched models. Throughout the years, #AerieReal has expanded to include models with diverse body types and even tattoos adorning their lingerie lines.
Though their decision to make this change did not immediately influence other brands to follow suit, their change is highly appreciated.
Many of you likely remember the Dove Evolution campaign
in 2006, which featured a beautiful model getting even further retouched until she became almost unrecognizable: the normal formula for most beauty brands at the time.
Since then, Dove has launched a Self-Esteem project, created in order to help children find beauty in themselves rather than the falsified images constantly fed to them. Dove also continues to feature diverse groups of models in their campaigns, including models of all races, shapes, and sizes
Any more brands that you’d like to share? Let us know in the comments below!