No Retouching Policy
JACOB has always made an effort to promote a healthy image of the female body. By being the first women’s fashion retailer in Canada to publicly commit to no longer digitally alter the body shape of its models, JACOB took a stand on retouching, which has become excessive in the fashion industry.
The basis of the No retouching policy is to promote an honest and realistic image of the female body. JACOB continues to touch up its photos in some regards, as it is often necessary to calibrate colours or even out skin tone when producing images of the sizes that are required for advertising. However, no touch-ups are made to reshape the bodies of its models.
As part of our No retouching policy, JACOB officially signed the Québec Charter for a Healthy and Diverse Body Image. We encourage you to support this collective movement and to sign the Charter by visiting the website www.ijoinonline.com
The above image was used in our advertising campaign and another version has been retouched as is often the case in the industry. Can you see the difference?