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Debenhams

Debenhams rolls outs non-airbrushed lingerie pictures to promote positive body image

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By Stephen Lepitak, -

June 14, 2013 | 2 min read

Debenhams has begun to use un-airbrushed lingerie photography to promote its range in what it claims as a commitment to promoting positive body image.

The high street retailer has claimed that it has ‘broken ranks’ with the rest of the high street in moving away from airbrushed images for the first time, and has run trials involving 16 window mannequins in an effort to help promote positive body images.

Sharon Webb, head of lingerie buying and design for Debenhams explained that company was looking to help its customers feel more confident about their figures, rather than presenting them with unrealistic body images.

“As well as being a positive from a moral point of view, it ticks the economic boxes as well. Millions of pounds a year are spent by organisations retouching perfectly good images,” she added.

“As a rule we only airbrush minor things like pigmentation or stray hair and rely on the natural beauty of models to make our product look great.”

In doing so the company has worked alongside disabled models and paralympians as advisers.

Debenhams

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