Joules models-stretch marks and all!

[Aqueo517]

Just had a look at the Joules sale and I was so pleased to see they hadn’t airbrushed the models. They’ve got stretch marks and even a bit of cellulite! It was so alien to see that, I didn’t realise how programmed we are to only seeing flawless skin! Keep it up Joules!

Really? Can you link? I'm looking and can't see!

here You're right! Well done Joules.

Oh yeah! That's better. Makes the items look nicer actually. And they've still used actual models so it doesn't come across as a token gesture. They just haven't gone wild with the photoshopping. So it really works.

I hope more places copy.

By 'nicer' I think I mean more appealing or accessible. Because the skin of the models has the texture of actually skin rather than overly smoothed and blended digitally. Nice, buffed and moisturised skin but real not borderline uncanny valley like some of them.

I think they have still been photo shopped, but no where as heavily as other stores. Good to see

Very refreshing to see - well done joules!

Looks great, hope a few more retailers follow suit. I think ASOS have toned down the airbrushing also.

Some examples

Omg so much better! The women look beautiful

I’ll try again!

Pretty subtle but definitely a step in the right direction!

I’ve noticed that Missguided don’t (or at least don’t always!) photoshop stretch marks either

Looks much better

God,you really have to look hard though,they're still airbrushed within an inch of their lives.

Baby steps though!

Ooh! It actually makes me want to buy one! Nice to get more of a sense of what you might actually look like.

Id give so much to have their bodies
As in I had that body, not collecting their bodies..

That is fantastic - it makes the swimsuits/bikinis look way better than being on some size 0 model and then it arriving and looking nothing like that on me! Only issue is that I am already filling up my basket...