menu

ModCloth Purported First Retailer to Pledge Against Photoshopped Ads

ModCloth Purported First Retailer to Pledge Against Photoshopped Ads
Retail

The 'Heroes Pledge for Advertisers' could lead to a more realistic portrayal of body images

Tiffany Nesbit
  • 25 august 2014

The entertainment world went wild last week when several pictures released on Instagram by Beyonce appeared to have been photoshopped, and it’s no big wonder why. Beyonce is not only talented, but to many she is the epitome of beauty. If the pop superstar who sings lyrics that attest to how flawless she is has to resort to photoshop to feel beautiful, how can we lowly humans ever expect to feel that way? The media has been editing images since they gained the technology to do so, seemingly without regard for the unrealistic expectations it sets up in the minds of all those who view the photos. Fortunately, the ‘Heroes Pledge For Advertisers’ has just come on the scene.

The ‘Heroes Pledge For Advertisers’ is a promise not to photoshop the physical features of models in ads, nor provide any enhancements, and fashion retailer ModCloth is the first establishment to have signed. ModCloth is known for providing vintage inspired clothing options at affordable prices that are available in plus sizes as well as standard sizes, and has been attempting to level the playing field when it comes to quality plus size fashion since 2002. The company aims to democratize the fashion world and does this by making their online community a part of every process. The ‘Make the Cut’ program allows emerging designers to submit their own designs which are then voted upon by customers in the ‘Be the Buyer’ initiative, with winning looks sent into production by ModCloth.

modcloth-heroes-pledge-for-advertisers.jpg

The goal of every retailer is to sell their goods to real world women. By slimming waist lines, removing cellulite, evening out skin tones, and deleting moles, however, these companies are telling women it is not okay to be themselves- that their selves are not beautiful. The truest testament of good design is that it looks good on a real person. When the person wearing the clothes has been digitally modified or enhanced, it also alters the way the viewer sees the garment, leaving the customer to have unrealistic expectations about their selves as well as the product. By promising to not photoshop models for advertisements, ModCloth is making a powerful statement. They are saying that you are beautiful as you are, and that their clothes look good regardless. Perhaps this will be the start of a more sincere line of advertising. To learn more about the ‘Heroes Pledge for Advertisers’ visit here.

ModCloth

[h/t] Gizmodiva

Retail
Trending

PSFK's Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Brand Development
Media & Publishing Yesterday

CNN Launched An Entire Drone Division Of Their News Network

CNN AIR incorporates aerial footage into the corporation's ongoing news coverage

Advertising Yesterday

Uber’s Breathalyzer Cards Let You Know If You Are Sober Enough To Drive

A new campaign from the ride-sharing service raises awareness about the importance of a safe trip home

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Design Yesterday

Milk Proteins Could Be The Packaging Material Of The Future

A newly discovered casein-based alternative is biodegradable, sustainable and even edible

Technology Yesterday

Intel’s New System Will Help Technology See And Understand The World

Joule is a tiny board for developers designed to bring powerful computer vision to cheap and easy-to-make prototypes

PURPLELIST EXPERTS

Francis Bitonti

Next Generation Manufacturing

Design Yesterday

This LA Hotel Is Designed Specifically For Cocktail Drinkers

The Walker Inn is a new Los Angeles "Bed and Beverage" experience that offers guests an intimate setting for their night cap

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Yesterday

Interactive Art Exhibition For Dogs Provides Endless Fun

Installations created by artist Dominic Wilcox are based on activities loved by canines, such as fetching tennis balls and splashing in water

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed Yesterday

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 24, 2016

PSFK’s Workplace Vision: The Annual Review Becomes An Everyday, Collaborative Activity

Our Future of Work vision is a web-based platform through which teams can collaborate on and monitor performance reviews across all channels, ensuring a happier workplace

Beauty Yesterday

Design Your Own Custom Watch Faces

Customize your wrist device with Garmin's new app that lets you display personalized images or patterns

Syndicated Yesterday

How The Olympics Taught Us Lessons In Cloud Analytics

Dan Vesset, group VP for analytics and information management at IDC, tells how cloud-based business analytics support decision-making

Arts & Culture Yesterday

Artist Shuts Down Sexist Comments By Turning Them Into Images

Rora Blue explores social stigma in a photo series titled 'Handle With Care'

Arts & Culture Yesterday

Japanese Face Wash Creates A Perfect Rose Every Time

Kanebo's latest addition to the Evita line includes an application that dispenses cleanser in the shape of a flower

Mobile Yesterday

Twitter Bot Will Warn You If You Are A Troll

An online tool developed out of Intel's Hack Harassment movement helps filter out or notify cyber bullies

PSFK LABS REPORT

Innovation Debrief: Boston
Business Concepts Born In 'The Hub'
AVAILABLE NOW

Retail Yesterday

Passengers Can Now Earn Airline Miles For Sharing Their Location Data

The Frequent Flyer app measures background data and gives travelers points that can be exchanged for tickets with participating airlines

Advertising Yesterday

The NBA Is Releasing Two Original Shows To Stream On Twitter

The sports league announced a deal that demonstrates an interesting expansion of its content strategy

Automotive Yesterday

Cadillac Concept Shows A Future Design Direction

The flagship sedan reveals the brand is continuing to hone and refine its luxury aesthetic

No search results found.