Debenhams today promised to stop airbrushing models who promote their products and told rivals they have a “moral obligation” to do the same.
The department store chain is launching a lingerie campaign where none of the images has been digitally retouched. Techniques include “enhancing” cleavages, whitening teeth and making arms or legs thinner.
Studies have shown that girls are demoralised by airbrushed photographs of models and celebrities. Research by the Schools Health Education Unit found that 58 per cent of female pupils aged 14 and 15 wanted to lose weight and a quarter were skipping breakfast.
Sharon Webb, head of lingerie buying and design for Debenhams, said: “We want to help customers feel confident about their figures without bombarding them with unattainable body images.”
Debenhams has previously banned the practice from swimwear advertisements but the company said the new policy is “across the board”.
Campaigner Caryn Franklin, of All Walks Beyond the Catwalk, said: “I’m delighted that Debenhams has taken a lead here and customer feedback will no doubt validate this important step.”
