ModCloth has become the first retailer to make an anti-photoshop pledge

What’s the quickest way to lose 5 pounds? Why Photoshop, of course. If you’ve picked up a magazine anytime in the last 15 years, you’ve probably been treated to a digitally manipulated parody of the human form. The practice of photoshopping flaws out of models, celebrities and musicians has become so commonplace, we almost don’t think about it, but the unrealistic expectations set these visual falsehoods creates artificial standards of beauty. Now, the Brave Girls Alliance is fighting back, asking advertises to take a “Hero’s Pledge” to not alter the shape of size of their models or, if they do, to clearly mark the altered images as photoshopped and unrealistic. The first company to sign up? ModCloth, a popular online clothing retailer.