No Retouching Policy

JACOB will no longer retouch the body shape of its models in both its JACOB and JACOB lingerie images.

JACOB has always made an effort to promote a healthy image of the female body. By becoming the first women’s fashion retailer in Canada to publicly commit to no longer digitally alter the body shape of its models, JACOB is taking a stand on retouching, which has become excessive in the fashion industry.

The basis of the new “no retouching” policy is to promote an honest and realistic image of the female body. JACOB will continue to touch up its photos in some regards, as it is often necessary to calibrate colors or even out skin tone when producing images of the sizes that are required for advertising. However, no touch-ups will be made to reshape the bodies of its models.

Above is an image that was used in our advertising campaign and another version that has been retouched as is often the case in the industry. Can you see the difference?