In The Style's latest lingerie campaign has won praise from women across the country for featuring unretouched images.
The campaign for the Valentine's Day collection features a model with the tiniest of imperfections, including a slight scratch on her leg; uneven skin tone and marks from the seams of the clothing she was wearing before the shoot.
Despite her virtually flawless appearance, the campaign seems to have caught the imagination of shoppers who have praised the retailer for featuring a 'real' woman.
'From a woman with body issues after having my baby girl four months ago, this is incredible,' said one keen shopper. 'Thank you for making me feel normal.'
Other comments included one that read: 'Honestly, it's so refreshing to see what it'd look like on a real body,' while another penned: 'That's what it's about. Promoting body confidence.'
The In The Style campaign was launched on 29th January to encourage women to love themselves as they are.
The range includes bodies, slips and sets in pink velvet, lace and leopard print, with prices varying from £9.99 to £29.99.
Someone who commended the brand for their decision to ditch Photoshop said: 'Thank you and well done for showing a real lady and no touch ups. Use more models like this and I will certainly buy more from you'.
Another added: 'You have definitely moved up in my opinion. I will definitely be buying from you in the future.'
Others took to social media to praise the online brand and expressed hope that the younger generation may not grow up in a society so heavily dominated by Photoshop.
'This is such a step in the right direction. You could literally set the example for the rest of this industry because it does need to change. Here's to our younger generations seeing only real models that have not been edited,' wrote one passionate shopper.
And another mother commented: 'I hope that when my daughter is a teen this is what all photos will look like.'
The clothing brand says there will be further initiatives of a similar nature revealed throughout 2019.
'In The Style is a brand that values female empowerment and body positivity and we want to ensure we're showcasing this through our brand messaging,' explained Adam Frisby, Founder and CEO of In The Style.
'In an age where we are bombarded with imagery that makes women feel like they're not good enough, we wanted this campaign to show that so-called flaws aren't flaws at all and that nobody should feel like they have to airbrush themselves – you're perfect as you are. '
He added: "Be Your Own Girl Crush" is something we say a lot and hopefully this campaign will help women to sport their lingerie with confidence on both Valentine's Day and every other day of the year.'
'There is much more to come from In The Style this year, focusing on body positivity, inclusivity and girl power.
'I'm both excited and proud to start really driving this message through my brand.'
This article has been adapted from its original source.
