Target unveils photoshop-free swimwear campaign

By

Kate Dingwall

Published
Mar 22, 2017

Target has just launched a new campaign celebrating natural beauty, tapping a selection of influencers and body-positive activists to front a photoshop-free campaign. 

"Target is committed to empowering women to feel confident in what they wear by offering a variety of style choices. It was important to us to use photography that represented their true beauty, without filters,” Target announced in a press release.

The new swimwear campaign features four real-girl models of varying sizes wearing Target's newest swimwear offerings. Skateboarder Lizzie Armanto, a body-positive plus-sized model Denise Bidot, TV host and former Miss Teen USA Kamie Crawford, and dancer/actress Megan Batoon were all recruited to front the campaign.

Target has been under fire in the past for excessive use of photoshop, making headlines in 2014 when the retailer drastically doctored several swimsuit models.

More and more retailers are pledging to stop photoshopping photos. Aerie has been leading the charge, launching campaign after campaign of unretouched images using the hashtag #AerieREAL. Plus-size retailer Torrid quickly followed suit, unveiling a new campaign in January that featured unredited selfies of plus-size influencers.

Recently,  after readers launched a petition that earned 84,000 signatures, Seventeen Magazine pledged to adhere to a new set of guidelines for its editorials, promising to only use healthy-sized models and to only use photoshop to smooth garments or get rid of flyaway hairs.