To Photoshop or not?

Thursday, 10 July 2014 - 6:10am IST | Place: Mumbai | Agency: dna
Versace's recent ad featuring an airbrushed Lady Gaga has sparked off a debate

Fashion is about fantasy and offers a much-needed escape route to every style junkie. Over the years, fashion and beauty advertising have always been in the eye of storm for depicting impossibly perfect women. Are the heavily air-brushed bodies one of the biggest factors for eating disorders?
Should these images be accompanied by clear disclosures? After Hrs debates...

Nimish Shah
Photoshop is an art and an artist can be as abstract as they want to be. Even earlier kings and queens were slimmed down and they didn't want to be seen as obese. Versace is trying to sell a handbag and not doing any harm to anyone. Also, the body types have been changing and evolving. Sixties pin up girl wasn't even healthy. It's about your willpower.

Nachiket Barve
It's like saying actors in films can't wear make-up. Fashion is also a bit of escapism and heightened perfectionism. However, caution should be exercised and there should be certain guidelines like you can't make a model look unhealthy thin. Eventually the customer has to guage the bag which is the focus.

Namrata Joshipura
I strongly feel that brands have to be socially responsible. The idea of fashion and designers is to make you look good and make you feel good about yourself. However, when you portray an imagery which represents a brand and which is unnaturally perfect - you are not being socially responsible. Fashion is about aspirations but it has to be aspirational in a responsible way. The idea of putting the note with the ad is not feasible. We need to realise that people who are viewing the ads are not turning into anorexic, robotic zombies.

Arpita Mehta
I think Photoshop is needed and most of these campaigns are viewed by people who are well aware of the concept of airbrushing. As long as the brand message and product is conveyed, I don't think there's a problem. People understand that it's not the real thing hence the disclosure is not needed.




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