Chances are, if you are a photographer, you have some sort of image editor in your arsenal. And while you may not be able to imagine life without Photoshop or your program of choice, there’s a revolution going on that says images, or at least images of women, are better untouched. Sure, they’re not saying you shouldn’t tweak your lighting or add some special effects—but the people in those images, they shouldn’t look fake.

These three companies have taken different approaches to their images.

Aerie. American Eagle’s underwear line targeted towards teen girls and young women has just recently launched a no-editing advertising campaign. Sure, the girls in the images are still professional models in a flattering pose, but if you look closely, the images do appear to be unedited. One girl has half of a tattoo showing, while another (gasp!) doesn’t have a perfectly tucked tummy. Since these girls are still models, they look tan and fit, but at least not in an unachievable way.

Verily. A relatively new magazine targeted towards women between ages 18 and 35, Verily doesn’t use Photoshop at all. “Whereas other magazines artificially alter images in Photoshop to achieve the so-called ideal body type or leave a maximum of three wrinkles, Verily never alters the body or face structure of the Verily models,” their mandate reads.

Dove. Arguably the company that started it all, Dove’s Real Beauty Campaign launched ten years ago. Along with not editing their models, they also use average-size women instead of super skinny models.

There’s a fine line when editing images of people—these three companies have relied on posing and professional photography to get high quality images without unrealistic models. But, it’s been a decade since Dove launched their campaign. Will other companies continue to follow suit, or will Photoshop always reign supreme? Only time will tell.

We want to know, how do you decide where to draw the line when editing images of people?

Image: Aerie Real Ad

About The Author

When Hillary Grigonis isn't writing, she's shooting—with her camera that is. A freelance writer and photographer, she's always keeping track of the latest photography news and gadgets. Follow her on Facebook or Google+.

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