Freckles. Scars. Stretch marks. A few lumps and bumps. They’re the marks on our bodies that make us who we are, yet you rarely ever see any sign of them on clothing and underwear ads.
Why? They’re retouched or photoshopped out of campaigns for being considered flaws.
It’s an ingrained industry practice Aussie underwear-meets-technology brand Modibodi is saying a big ‘hell no’ to.
Since its inception, the brand has said there’ll be no retouching or airbrushing of its models, in an effort to stop the body shaming and negative self esteem that seems to go along with it.