By Webneel [GFDL or CC-BY-SA-3.0], via Wikimedia Commons[/caption] 

Finally, a fashion company has the guts to stand up and vow not to photoshop their models in the company's advertisements. has been about the acceptance of all body types and they prove it by signing the Heroes Pledge for Advertisers.


We just want to know the truth when we're being advertised to. Did you make alterations? Is the color different? The expectation is that we'll get what we see - especially when it comes to fashion.


This whole "movement" started in 2010 with a man named Seth Matlins who left his job in advertising. The Truth in Advertising Act was introduced this year asking advertisers to be upfront about any changes they've made.

ModCloth CMO Nancy Ramamurthi learned about Seth and the bill and became touched by the commitment to honesty and acceptance. She said:


"I think that honest and authentic point of view was something that was very aligned with who we are as a company, so we were thrilled to be the first fashion company to sign."