National Eating Disorders Association

Mod Cloth Makes Moves to Improve Advertising

Lily Katsova, Communications Intern

Popular fashion retailer ModCloth has decided to take a stand against unrealistic fashion advertisements.  As the first company to sign the “Truth in Advertising Heroes Pledge,” they have made a voluntary vow to no longer use overly photoshopped models on their website or in their ads. The company is also pledging to use models of all sizes and ethnicities, sell clothes in a wide variety of sizes, and listen to feedback from its customers.

The cofounder of ModCloth, Susan Gregg Koger, has written an open letter about how disappointed she is in how her industry represents people in advertisements. She hopes that by having her website represent a broader range of models with different body types, it can contribute to a broader cultural change which will one day shift societal expectations of beauty. 

This false ideal of beauty is incredibly damaging to everyone one, especially young girls and women. They are so susceptible to marketing that their body image and confidence levels are directly influenced by the images and advertisements they encounter daily. Of American elementary school girls who read magazines, 69% say that the pictures influence their concept of the ideal body shape. 47% say the pictures make them want to lose weight. (Martin, 2010)

NEDA is very excited to see to see this initiative from the fashion sphere. We hope that other companies take note and follow suit.