Debenhams is set to significantly reduce the use of airbrushed images in their marketing. The department store is introducing strict guidelines after an experiment in their London store in June.

Customers were asked to chose between two images of a swimwear model, one of which had been digitally enhanced.

According to Debenhams, the feedback was 100% positive and hugely in favour of  the natural image.

The move will see the store send out stricter guidelines to their various marketing agencies limiting the circumstances in which airbrushing can be used.

A spokeswoman for the store said: “Under no circumstances will we make models thinner or change their skin pigmentation.”

Source: Marketing Magazine