Fashion label stops using Photoshop and this is what happened…
You open up any random fashion magazine and you will always see a pretty face, messy hair and a perfect body. Nowadays models always look flawless…
‘I want that too’ –feeling
Maybe you don’t always think about it but Photoshop usually ensures that everything will look perfect. With this, advertisers create the: ‘I want that too’ -feeling of the consumer. All the ‘‘imperfections’’ are removed to construct the most perfect looking image. While this image isn’t the reality at all! Even models have to deal with impurities and imperfections. They’re still human…
Fight against Photoshop
For years now, people have been fighting against advertisements using Photoshop. This would be much better for the confidence of (young) women, so they will be able to see that nobody is perfect. However, advertisers aren’t yet convinced because they’re afraid that their sales will go down. But is this really the case?
‘‘We think the REAL you is sexy’’
The American fashion label ‘‘American Eagle’’ decided not to use Photoshop for their lingerie line ‘‘Aerie’’: ‘You open up any random fashion magazine and you will always see a pretty face, messy hair and a perfect body. Nowadays models always look flawless… We’ll keep it real, no supermodels, no retouching. We think the REAL you is sexy’’, is the message on their Instagram account.
Result of the Campagne
Guess what happened after the lingerie campaign without Photoshop… The sales went up with 9%! You go American Eagle! Fingers crossed that more fashion labels will get to know about this and decide not to use Photoshop anymore. We want to see the real beauty.