While Photoshop was meant to replicate the darkroom for digital photography, it certainly has spawned an excess of manipulated of images for the wrong reasons. Such is the case in the fashion world where there exists today an abnormal standard for the human aesthetic. Many have just had enough of these manufactured images, and some have taken a pro-active approach. Verily is such a publication.
It is a fashion and lifestyle magazine targeted at women from ages 18 to 35. Verily prides itself as a magazine that does not alter their models’ appearance with Photoshop. One of the advocacies of the magazine is to start reversing this trend of a fake beauty standard.
They have a strict editorial policy in place where there is a firm no-retouching policy, and their strict mandate reads as follows:
“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.”
Making a difference in the magazine business is not easy but give credit to Verily for making a solitary stand. Verily’s Ashley Crouch told HuffPost that the magazine’s co-founders, Kara Eschbach and Janet Sahm feel that “the unique features of women, whether crows feet, freckles, or a less-than-rock-hard body, are aspects that contribute to women’s beauty and should be celebrated — not shamed, changed or removed.”
This relaxation of standards and embrace of real women also applies to the models. The magazines November/December issue contains a fashion spread entitled “Runway To Realway” where runway looks from elite brands are interpreted using inexpensive items from Zara, Mango and H&M, and modeled by real women.’
Verily held model auditions using social media, where interested candidates were nominated by their spouses, friends, or simply by themselves to participate in the story. That yielded four beauties who are not professional models. One is a publicist, another a writer, the third an advertising assistant and the fourth a sales associate. How’s that for real women power!
Good luck to Verily and hopefully they have started something that will catch on. See them online here.