Target Goes Photoshop Free

Originally posted on March 19, 2018.

Target has decided to go Photoshop-free for their Summer 2018 swimwear campaign.

This body-positive choice was made to “take the stress out of swimsuit season” according to their press release.

This comes after companies like Aerie have decided to stop retouching their models. Consumers have celebrated the change.

The swimwear collection features 1,700 pieces and all of them celebrate different body shapes.

You’ll find something for everyone in the collection, and you can do so without staring at an air-brushed, retouched picture of a model looking impossibly perfect in the bikini you want.

There has been a huge call for companies to use more realistic-looking models and to stop retouching them.

Women are bombarded each day with impossible beauty standards that they have no possibility of meeting because that is not what anyone looks like.

It is the work of computers that forces the idea into women’s heads that they are not good enough.

It is bad enough that the age of Instagram has made us all believe that everyone we know is doing great and constantly jetting off to new exotic places, wearing the newest fashions on a body that is perfect.

Curation of the perfect life goes hand in hand with curation of the perfect body.

But none of it is real.

Target is allowing consumers to take a breath and see swimsuits on real people, real bodies.

And that is a breath of fresh air.