ModCloth Says 'No' To Thigh Gaps By Signing Anti-Photoshop Pledge
The future of distastefully photoshopped thigh gaps looks grim.
After many photoshop faux pas by major clothing brands lately (looking at you Target), the popular Women"s brand ModCloth has made an anti-photoshop pledge. They made the announcement on their website"s blog last week, agreeing to label images of photoshopped models and steer clear of altering images in general:
As a company, we certainly feel frustrated by overly Photoshopped advertisements, which is why we just became the first fashion company to sign The Heroes Pledge For Advertisers, an anti-airbrushing petition which aims to "do our best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in our ads in post-production.
The Brave Girls Alliance -- an organization that urges the media to be aware of gender stereotypes -- created the Heroes pledge. Those signing must pledge to not only avoid changing proportions of models, but to add a "truth in advertising label" if a person in an add is altered and not run altered ads where kids under 13 years old will see them.
Just Say Yes, a nonprofit organization whose goal is to empower teens, reveals that air-brushed and altered images of models weigh 23 percent less than the average woman. Another study claims that 78 percent of girls will be unhappy with their bodies by the time they turn 17.
For Nancy Ramamurthi, ModCloth"s Chief Managing Officer (CMO), the decision wasn"t a hard one. "I do believe that women of all sizes are beautiful." Ramamurthi said. "So why not show that and reflect back the diversity of women in this country today?" she told TODAY.
So, who"s next?