"Many Photos" - In The Style has stopped retouching all images on their website and social media

Fashion giant In The Style has pledged to stop retouching all website imagery and any original content created for its social media.

The social-first brand has also launched an inclusive '#ITSjustgotreal' campaign, featuring Love Island winner and brand ambassador Dani Dyer, in a bid to 'celebrate women's natural beauty with awareness of the impact that social media can have on its audience'. 

The campaign also extends to the brand's social media and influencer collaborations, meaning anyone posting a paid ad for the fashion house won't be airbrushed.

Fashion giant In The Style have pledged to stop retouching all website imagery and any original content created for its social media - and have launched a new video called 'ITSjustgotreal'

The campaign features Love Island winner and brand ambassador Dani Dyer, in a bid to 'celebrate women's natural beauty with awareness of the impact that social media can have on its audience'

In The Style CEO and Founder, Adam Frisby, says: 'As a social first fashion brand we are becoming increasingly aware of the impact that editing our images has on our audience. This is something that most, if not all retailers and marketeers do, to sell products in "the best possible way". 

'However, we believe it's our social responsibility to tackle the subconscious reinforcement to women that they have to look like the impossibly airbrushed girls they see on websites. 

'This is one trend that is out of style at ITS and we believe it's time to get REAL - we are all beautiful and we should celebrate that.   

'Going forward, all pictures that are uploaded to our website and all original content created for our social media and marketing channels will show our models and ambassadors as the beautiful, unedited girls they are.'

Model Bethan Sowerby who has been posing for In The Style for years and plus size model Tinar Dandajena are among the body positive influencers starring in the new campaign 

The campaign features models, campaigners and influencers of all shapes and sizes, including Eva Khyne-Sam, 30, who has vitiligo (centre) and has been met with high praise by fans

Nelly London, 25, an influencer and body confidence adovacate that stars in the campaign said: 'It sums up everything I stand for: body positivity, no retouching and pure images with a bunch of diverse and really amazing women. It's been such an amazing experience and I'm so happy I was asked to be involved.'

Adam added that the brand will still be using "usual girl tricks" like 'make-up and hairspray' but they will not be 'smoothing out any lines, wrinkles, lumps or bumps to sell you something that just is not real'.     

'Those stretch marks, moles, love handles, scars or cellulite should be celebrated in all their glory, and that's exactly what we're going to do' he added.

The campaign is fronted by the Dani Dyer - whose own line with the brand broke records when it sold out overnight.

Adam added that the brand will still be using 'usual girl tricks' like 'make-up and hairspray' but they will not be 'smoothing out any lines, wrinkles, lumps or bumps to sell you something that just is not real'

Body positivity influencer Joey Brumby, who stars in the shoot said: 'I wanted to be a part of this campaign as it is a really natural fit and echoes everything I stand for. 

'If we can start to make imagery that is as realistic as possible, so women don't feel like they have to strive to meet these 'perfect' standards, then we've done a really good job.'   

'Social media and online shopping can have an impact on anyone's self-esteem. 

'I have a little sister and lots of young followers who I'm always looking out for and would love for them to be brought up in a world that's real.

'Nobody is perfect, and to be honest being perfect would be pretty boring. 

'I'm proud to lend my support to this positive step forward.'  

Body positivity influencer Joey Brumby (left), who stars in the shoot said: 'I wanted to be a part of this campaign as it is a really natural fit and echoes everything I stand for' while Abbie Bull, 22, (right) said 'It's rare to see acne or spots on models when shopping online'

Eva Khyne-Sam, 30, a makeup artist and model who has vitiligo, said: 'Seeing retouched images when shopping online can put out a negative message and I think women in our generation look at those images and feel like they can't be true to themselves as they want to live up to them.' 

Sophie O'neil, 24, a model, added: 'I think this campaign is really important as it's so inspiring to see unretouched images of real people, and when shopping online it makes the models more relatable to a wider range of people.' 

The campaign is fronted by the Dani Dyer (back centre) - who's own line with the brand broke records when it sold out overnight

Naomi Oni, 27, who was scarred in an acid attack added that 'showing women in the more natural and rawest version is powerful, as I believe this is the most beautiful version of women. It's important to love yourself and accept who you are'

Since the campaign launched yesterday, it has been met with high praise.

One person wrote: 'This is amazing! Hope other companies follow suit'.

Another said: 'This is amazing! I wish the rest of the world would click onto this and society could be more real!'

A third commented: 'Now this is a game changer, well done!' 

Tinar Dandajena, 32, a plus size model said she 'wanted to get involved in this campaign as I am big on people really being themselves, and just walking into set today and seeing all the different types of girls was so empowering.'

Bethan Sowerby, 22, a model added: 'I have worked with In The Style for over three years and as soon as I heard about this campaign I was so excited to be involved. I think it's so empowering and will hopefully make people look at models in a different way. It's all about positive mental attitude, it can change the way you look at everything.'

Since the campaign launched yesterday, it has been met with high praise from fans online

While this campaign has been met with high praise from fans, In The Style's first foray into an 'unretouched' campaign didn't go down so well.  

The campaign for the Valentine's Day collection features a model with the tiniest of imperfections, including a slight scratch on her leg; uneven skin tone, a tiny patch of cellulite and marks from the seams of the clothing she was wearing before the shoot.

However, the imperfections were so minimal that shoppers were left confused and took to Instagram to ask the brand to point out what flaws they could have edited out in the first place.

One commented: ‘Where are the imperfections because I can’t see any?’, while another said: ‘Trying to figure out what they need to airbrush…'

‘I’m really confused with what “imperfections” are being shown here?’ wrote another confused shopper. ‘If you could point it out that would be a great help.'

In The Style's unretouched snaps for its Valentine's lingerie collection failed to win praise from shoppers after tiny flaws such as a scratch on the model's right thigh 

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News Photo In The Style has stopped retouching all images on their website and social media
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