"ModCloth has always been rad, but now it’s thrown its rad into overdrive with the announcement that it will no longer airbrush its models. The online retailer is the first fashion company to sign an anti-Photoshopping pledge, a bill that falls under the Truth in Advertising Act, that orders fashion companies not to physically alter their models in post-production. So whatever kind of nose/jawline/waist/boobs/thighs/bottom a ModCloth model has in real life, that’s the nose/jawline/waist/boobs/thighs we’ll be seeing in ModCloth’s images.
If a fashion company does alter its images, the bill states that the company must clearly label said image, informing consumers that what they are seeing has been digitally altered—like how cigarettes have to put that “This could kill you” label on all their packages. Any fashion company that signs on will be similarly responsible for damage their false advertising does.”
^^ So very happy to hear this. Clearly must do more shopping from ModCloth.