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Sandra Halliday Published
February 15, 2025
The no-retouching movement is making a major impact on the intimates, swim and athleisure sectors in particular as far as marketing is concerned and the latest company to sign up is Salford-based fashion e-tailer In The Style. The company said this week that imagery on its website will no longer be retouched.
It's a strategy that reflects growing awareness of the body positivity movement that has seen consumers calling for more realistic images from the brands that they patronise.
And getting the messaging just right around no retouching certainly seems to resonate with younger consumers. US brand Aerie, part of the American Eagle Outfitters group, was a pioneer and has seen its sales and market share growing rapidly since it committed to unretouched imagery a few years ago.
In The Style meanwhile said that its new commitment takes in any original content across its social media channels, as well as its main website, and applies to models, influencers and celebrities.
“As a social-first fashion brand, we are becoming increasingly aware of the impact that editing our images has on our audience,” said founder/CEO Adam Frisby, adding that most retailers and marketers indulge in some level of retouching.
He said it's the company's social responsibility to tackle the pressure retouched images put on women and girls, making them believe that they “have to look like the impossibly airbrushed girls they see on websites.”