ModCloth Purported First Retailer to Pledge Against Photoshopped Ads

ModCloth Purported First Retailer to Pledge Against Photoshopped Ads

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.


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.


[h/t] Gizmodiva

+fashion / apparel

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