modcloth.comWay to blaze the trail, ModCloth!
Fashion retailer ModCloth is mostly known for its fun and vibrant clothing at reasonable prices, and the company has also made a name for itself by using models of all different sizes.
So it's no surprise that ModCloth is the first fashion company to sign the Heroes Pledge for Advertisers, a petition that asks advertisers to not use Photoshop or alter the appearance of its models. Or if they do, to clearly state that the photo has been enhanced.
Specifically, the pledge asks that companies, "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."
ModCloth CMO Nancy Ramamurthi explained to Fashionista why the company was so willing to sign this pledge.
"We don't have professional models on our site and we've been doing this since 2002," she said. "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."
It will be interesting to see which retailers follow ModCloth's lead and sign the pledge.
What do you think of this anti-Photoshopping petition?