Oh Kate Upton, what have you done? While magazines have airbrushed pounds off models and celebs for years, to the consternation of many, the latest trend in the editorial and advertising world is ...

An curved arrow pointing right. In 2014, Global Brand President of Aerie, Jennifer Foyle, decided it would no longer airbrush their models. This decision turned into a movement. Aerie is American ...

Three cheers for ASOS! The company has begun showcasing some of its models' stretch marks on its website instead of airbrushing them out, as is the norm in the industry, and the images are truly a ...

"We just knew that it would really resonate with this generation," she said, adding, "why would we even be airbrushing these models? They're beautiful as is." That instinct was completely right.

Picture: Victoria’s Secret She was also asked to boost models’ bust sizes, retouch their bums to make them look curvier, airbrush out bras that were worn underneath bikinis to give a gravity ...

Some online retailers - including ASOS, Missguided and Boohoo - have already stopped airbrushing imperfections from their models. Earlier this week, an Instagram star shared side-by-side snaps of ...