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In an age where unrealistic standards define what an attractive body is, we, as their audience, often fall victim to low self esteem, detrimental diet plans, and body shaming. Bodies of models in fast-fashion magazines, shopping websites, and lingerie ads seem so ‘perfect’ that they are completely unrelatable and more importantly, unattainable. The reality of these images is that most of these pictures are retouched and airbrushed to flatten stomachs, remove stretch marks, enlarge breasts, and streamline curves – a fact that many are still seemingly oblivious too, especially young impressionable minds. While the profit margins of several industries are controlled by the marketing strategies that involve the relentless parading of delusory photographs, Getty Images just got real with the kind of photographs it would prefer to stockpile.
Earlier this June, Dazed Digital wrote about photographer Campbell Addy’s series of 42 images titled ‘Portrait of young person holding ambitious gaze’ that he stocked with Getty Images. Addy told the publication that “When I think of diversity and what I want it to mean, it’s not just race, but also shape, size, able-bodied, disabled, age, looks.” In the bid to take this diversification in its database ahead, Getty has banned the inclusion of retouched pictures. This policy shall take effect on October 1, 2017, and the subsequent change will be made in the contracts of photographers wanting to contribute images to the stock photo agency.
It should be noted that in a world that is ruled by the beauty and body standards of high fashion that urge you to not be comfortable in your own skin, Getty’s ban on retouched images is a welcome counter-attack. Once again, Dazed Digital reported an official talking about the hurling of airbrushed pictures at an unsuspecting audience from all directions possible. “Our perceptions of what is possible are often shaped by what we see: positive imagery can have direct impact on fighting stereotypes, creating tolerance, and empowering communities to feel represented in society,” the official told Dazed.
In the digital age where we use apps like Instagram and Tumblr, hyper-realistic pictures might seem as the obvious clickbait fodder. Yet, Getty’s resolution to ban the latter comes from a study presented by their visual anthropologists, who noted the growing demand for ‘intersectional realism.’ That means, their customers, and in turn, consumers, have been preferring images that show genuine representations of the female physique.
Getty Images did clarify on their website that other changes like hair colour, nose shape and slight retouching of skin or blemishes are “outside the scope of this new law, and are therefore still acceptable.” However, while we would still like changes to the aforementioned be prevented as well, this move is definitely a step in the right direction that gives hope for real bodies to be celebrated.
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