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Canadian retailer Jacob “takes a stand” on retouching
Jacob this afternoon to announce that their current campaign, they are not going to change the body models that appear in ads for the brand both their clothes and apparel. Press releases from the Quebec-based retailer said it had decided to “take a stand” on the retouching, stating:
“As a socially responsible company, JACOB always tried to promote a healthy image of the female body. By adopting an official policy for public broadcasting and we hope to reverse the trend in digital photo manipulation that has become redundant in our industry,” said the interpreter speech and Communications Director Cristelle Basmaji. “Our decision to never re-form our bodies is an innovative model for our Lingerie JACOB campaign.”
Included with the release of three image-what Jacob said it was the original shot, the image used in the campaign, and the same Retouched pictures because they will occur before the new policy. We are hard pressed to see a big difference between the first two, although the third showed the removal of the hip and thigh, and the shading on the breast-model shows that the company was not involved in any similar stretches infamously extreme as Ralph Lauren ads starring Filippa Hamilton. (Critics of this kind of manipulation, the image will be of the opinion that excessive or not, there is too much.) Jacob careful to specify that they were not against the retouching of all: The company will still be fighting an uneven skin tone or to correct scars and color.
Retouching has become a hot-button issues. recent controversy about working in Photoshop on the picture page Nordstrom and Ann Taylor forced both companies to recognize that they have a little “heavy hand” and “very excited,” respectively, but Jacob is one of the first major signs of wear we know to institute restrictions on the manipulation of the body near the model in those pictures. It will be interesting to see the mark in Canada or the United States followed.
How do you think? Would you like to see more companies doing this? Tell us in comments!
