It seems so slowly with the big fashion companies, that the fewest women look as immaculate, as the advertisements with perfectly staged, but also completely photoshopped models suggest. In this course, the Swedish fashion giant H & M opts for a new way of showing: He shows swimwear on unretried women with "normal" figure.
Of course the term normal is debatable, because big or small, curvy or thin: no figure is abnormal. What is refreshing, however, is that H & M pays tribute to this diversity and deviates from the classic promotional beauty ideal by showing that the "normal" reality looks different.
Almost every woman has stretch marks, cellulite and very individual proportions that can not be cobbled together to form a universal type of figure on any drawing board. H & M takes on this uniqueness and shows some bikinis and bathing suits on a model that has normal curves.
– Pauline (@todeslebendig) March 17, 2019
Due to the fact that Photoshop was completely omitted here, one notices in comparison to the classic editorial images how excessive the image processing is otherwise used. In addition to cellulite and stretch marks often tattoos or dark Armbehaarung disappear. Everything is clearly visible here!
Mirant bikinis em vaig trobar amb aquesta modelo de H & M. No tenim el mateix tipus de cos però enco així em sent molt més identificada amb ella me mola el "missatge que transmet: tinc estries, pèls i carn i estic super bé en el bikini este. pic.twitter.com/YdRhgghXsf
– Papaya Paradise. (@Lasrisasdelaura) January 17, 2019
Here you can re-shop the swimwear directly:
Of course, this refreshing honesty is gaining great popularity and joy on the web, especially among women who can identify with the model. So one reads under the Facebook post by H & M many comments that praise that here finally a "real" woman is shown with curves.
And that's really nice, but …
Bodyshaming is out: Every woman is a real woman!
… here lies the crux: One should pay attention to his own way of thinking with all the joy of the curvy model. Although the lady in the pictures deviates from the model standard, she is no more or less feminine than a slim woman. How important it is to think about it is also noticeable to some Facebook users.
So a lady writes:
"Even in the light of the fact that a slender body is presented in the media, it is and remains a fact when one refers to a character as 'finally a normal woman', thereby offending those who do not conform to this image. This is Bodyshaming all the way. No matter if skinny or curvy. When is it accepted that there are any kinds of bodies whose representation in the media is also important? But why do we have to call it something other than abnormal and pull it down? "
H & M responds to this article:
"Of course we also read all the comments here and think it's great that our fans and followers will exchange views on our article. However, we also believe that Bodyshaming – no matter in which direction – is simply inappropriate.
First and foremost, we want to present our fashion in a versatile way. Here, we have been working together for a long time with a variety of models and it does not matter what dress size, hair color, ethnic origin, etc., the models have – at H & M everyone is welcome and we want at this point also a sign of more tolerance put. […]"
Incidentally, H & M is not alone with its offensive for more naturalness and inclusion: Desigual and the beauty brand Dove are also using unretouched images. And some bloggers also admit how much they fake their photos and show before / after pictures, to make it clear to other women that supposed perfection emerges only on the computer:
Do you also think that the image editing madness should stop and for more naturalness should be shown on billboards? Or do not you think it's bad, that here and there is reworked? Tell us your opinion in the comments!
The post So great! H & M shows swimwear on unretrobed models appeared first on desired.de.