No more airbrushing!

British department store, Debenhams, has promised its shoppers total honesty in the fashion and beauty images it rolls out.

And I’m all for it!

But this is not a first-time effort for Debenhams. In January, the store boldly used plus-sized mannequins in displays. Then, for the new Principles by Ben de Lisi range, a disabled model, a full-figured model, and a  petite model emerged as its fresh faces.

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Mark Woods, director of creative and visual, explained the reason for the stance: making women feel good about themselves. He also commented on recent “unretouched” celebrity photos.

“We are proud to bring the issue of retouching into the main stream when the likes of Britney Spears and Madonna are using un-airbrushed but over-lit images as a shock tactic,” he noted.

Debenhams says that as a rule, it will only airbrush “pigmentation or the odd stray hair,” instead relying on the natural beauty of models. Also, it will run a major window display campaign to highlight the difference between original and retouched images.

I’m ecstatic about Debenhams’ daring approach! Hopefully, the rest of high street will catch on.