Department store Debenhams has taken a stance against airbrushing in a new campaign being trialled at its flagship Oxford Street store.
The campaign features unenhanced pictures of models, alongside airbrushed pictures marked to show skimming and augmentation.
Window signs will read: “We've not messed with natural beauty; this image is un-airbrushed. What do you think?” and shop workers will quiz the public to gauge their reactions before rolling the ads out across the country.
Mark Woods, director of creative and visual at Debenhams, said of the campaign: "As a responsible retailer, we want to help customers make the most of their beauty, without bombarding them with unattainable body images."
The new ads are the latest in a series of attempts by the retailer to champion natural beauty, having previously used plus size models and a model in a wheelchair.