JACOB becomes the first women’s fashion retailer in Canada to publicly commit
to not digitally alter the body shape of its models
Montreal, September 1, 2010 – With the launch of its new fall campaign, JACOB has committed to no longer
digitally alter the bodies of its models in images for both its JACOB and JACOB Lingerie brands. The Quebec-based company, which has always felt strongly about women’s issues and respecting its customers, decided it was time to take a stand on retouching.
“As a socially responsible company, JACOB has always made an effort to promote a healthy image of the female body. By adopting an official policy and broadcasting it publicly, we hope to reverse the trend in digital photo manipulation that has become excessive in our industry,” says spokesperson and Communications Director Cristelle Basmaji. “Our decision to never reshape the bodies of our models is particularly innovative for our JACOB Lingerie campaigns.”
The basis of the new “no retouching” policy is to promote an honest and realistic image of the female body. However, JACOB is not against all forms of touch-ups. Certain digital enhancements cannot be avoided in order to produce an image the size that is required for advertising. In all transparency, JACOB will continue to retouch its photos in some regards, as there will always be a need to calibrate colours for better product representation and to even out skin tone or erase tattoos and scars.
Images from the first campaign under the new “no retouching” policy now grace the windows of all JACOB and JACOB Lingerie stores across Canada.