ModCloth recently became the first fashion company to sign a petition promising that Photoshop will not be used on the models in the company's advertisements.
Though the company is already known for its acceptance of all body types, ModCloth signed the Heroes Pledge for Advertisers, which asks advertisers to "do [its] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [its] ads in post-production."
If there are alterations made, the company must clarify the person in the picture is indeed Photoshopped in order to eliminate confusion of "an advertising 'ideal' with what’s real."
This pledge was initiated by those pushing for the Truth in Advertising Act, which asks advertisers to be upfront about their alterations.
Lobbyist Seth Matlins has been pushing this bill ever since he left his advertising job in 2010.
When ModCloth CMO Nancy Ramamurthi found out about Matlins and the bill, she was touched by the commitment to honesty and acceptance:
I think that honest and authentic point of view was something that was very aligned with who we are as a company, so we were thrilled to be the first fashion company to sign.
Ramamurthi says the Heroes Pledge for Advertisers fits in excellently with what the company already believes in.
We don't have professional models on our site and we've been doing this since 2002. We've never been a company that has misrepresented or altered the photos of our models, we've had hundreds of independent designers all produce clothing on our site and we've really worked hard to ensure they're for women of all sizes.