1. ModCloth, an online clothing store that specializes in retro-inspired products for women of all sizes, recently became the first company to sign the Heroes of Advertising Pledge.
2. The pledge was created by the Brave Girls Alliance, who fight to end “gender stereotypes and sexualization in the media and products created for them.”
They are also responsible for the Truth in Advertising Act of 2014, a bipartisan bill created to regulate photoshopping in advertising that was brought to the attention of the U.S. Congress in March.
3. Those who pledge promise “to do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production.”
And, if they do photoshop their models, they vow to label the photoshopped photos as altered so that consumers, “in particular children and teens, do not confuse an advertising “ideal” with what’s real.”
4. The pledge lastly promises not to expose children under the age of 13 to any photoshopped ads. It also makes clear that photoshopping “a blue sky bluer; [cleaning] up a fly-away hair; [fixing] a dog’s smile” are fine, “because no harm results.”
5. There’s a huge precedent for the decision. Earlier this year, Target faced both heavy criticism and ridicule after getting caught blatantly trying to give a swimsuit model a bigger thigh gap.
6. Ann Taylor LOFT was also called out on photoshopping a model so severely that her torso was no longer aligned with her hip. They later defended the alterations by claiming they were just trying to hide the model’s tattoo.
7. And companies like Black Milk and H&M have been called out for photoshop fails that range from the harmful (tightening a torso) to the absurd (losing an entire leg.)
8. ModCloth’s co-founder and Chief Creative Officer, Susan Gregg Koger, states that the pledge “perfectly aligned with what ModCloth is already committed to - celebrating the beauty of women as they truly are.”
“Portraying women authentically should be the norm in the industry, not the exception. We are excited to help bring more light to this cause by being the first fashion company to sign the Truth in Advertising Heroes Pledge, and our hope is that others will follow.”