Britain's retail chain Debenhams is going to stop airbrushing pictures of lingerie models to make them look perfect, it has been revealed.
From now on the store will ban any digital enhancement of their legs, waists and breasts in its catalogues, the Mirror reported.
It has vowed to keep in crows' feet around the models' eyes, freckles, skin blemishes and even signs of bingo wings.
The chain hopes the move will promote more confidence among women as research shows 7 out of 10 feel under pressure to look as good as fashion ads.
Head of lingerie Sharon Webb said that they want to help customers feel confident about their figures without bombarding them with unattainable body images.
Debenhams' crusade comes after pop diva Beyonce slammed fashion chain H and M for downsizing her curves to make her appear thinner in her range of swimwear.
You’ve reached your limit of {{free_limit}} free articles this month.
Subscribe now for unlimited access.
Already subscribed? Log in
Subscribe to read the full story →
Smart Quarterly
₹900
3 Months
₹300/Month
Smart Essential
₹2,700
1 Year
₹225/Month
Super Saver
₹3,900
2 Years
₹162/Month
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Exclusive premium stories online
Over 30 premium stories daily, handpicked by our editors
Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share
Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor
Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements
Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app