Online Retailer ModCloth Becomes First Fashion Company to Sign Anti-Photoshopping Pledge


Online fashion retailer ModCloth has become the first fashion company to sign the Heroes Pledge for Advertisers, a petition that demands advertisers be entirely transparent about their Photoshopping practices in marketing material.

Created by those trying to get the Truth in Advertising bill through, the petition asks advertisers to “do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production.” If for some reason they do, the petition asks for the companies to be clear on what changes have been made.

Mod cloth CMO, Nancy Ramamurthi says the petition and accompanying bill are perfect extensions of the fashion retailer’s outlook on false advertising. Specifically, she states to Fashionista,

“We don’t have professional models on our site and we’ve been doing this since 2002. We’ve never been a company that has misrepresented or altered the photos of our models, we’ve had hundreds of independent designers all produce clothing on our site and we’ve really worked hard to ensure they’re for women of all sizes.”

While ModCloth is the first of fashion retailers to sign the pledge, they’re hopeful their ambitious efforts will be a drop in the water, which will ripple outwards to other retailers and advertisers.

(via Fashionista)

  • Bill Binns

    I don’t buy the whole “Photoshop damages young girls” trope. Women who get paid to wear clothes and have their photo taken tend to be very good looking. Take away Photoshop and the models are still going to be better looking and thinner than 99.99999% of the women on the street. If I had a daughter, I would tell her “Yep, you’re probably never going to be pretty enough to be on magazine covers but that’s ok because it is a stupid job anyway. Now go do your math homework so you can get a real job someday”.

  • bob cooley

    I’d meet you half way on this – a little retouching on images never hurts, we want commercial (and fashion) photos to look good, but there is a point where it is taken to unnecessary extremes; giving every model and actress C-cups (Natalie Portman for example), and shaving girls down to unrealistic proportions creates an atmosphere where girls, who already have a lot of unrealistic influences hitting them regularly, have one more unrealistic standard they live in fear of not meeting. If you have any exposure to teenage girls, you’ll know how easily influenced by the mass media the majority of them are. And its because they are kids – kids trying to grow up too fast, because that’s what they see all around them.

  • Jeremy Madore

    Great! Now sign an anti-makeup, stylist and beautician pledge and all fields will be equal. I’m personally against body modifications via photoshop, but fail to see how the other routes are any different!

  • beautox

    Good luck with your business model. If you think that you will win more sales from people who are anti-photoshop than lose sales to people who find your competitor’s offerings more attractive then you must live on another planet.

  • Rob Elliott

    interesting.. I just looked at that site.. someone look at the pictures and tell me eyes haven’t been brighten, dimples weakened, skin tone evened and softened. They may be light touch ups, but they aren’t that far off what is done to most professional models.

    So it seems to be to be all but useless.

  • Mark Dub

    While it’s a good argument Bob, lets focus our attention on media and NOT photoshop. Right now, we are trying to nab the dealer on the corner with photoshop, while the kingpin keeps selling what ever it wants.

    And if that analogy is accurate, then we all know how well arresting the dealer does :)

  • bob cooley

    Oh agreed 100% – I mention the mass media, but I probably should have emphasized it more.

  • Gvido Mūrnieks

    So, they will force models to starve, do plastic surgeries and put tons of cosmetics.

    That’s progress!

  • Mike

    What has “truth in advertising” to do with the appearance of the models, when merchandise continues to be photoshopped?