Part of what we try to do as a fashion/beauty site is unravel the more extreme, impossible lies put forth by the industry itself (and we love tracking Photoshop accidents and catastrophes in both industries). However, even though many brands have become practically synonymous with overzealous retouching, we still frequently encounter people who don’t realize it’s all Photoshopped, not just the obvious stuff.Â Buzzfeed Shift sat down with a real live retoucher (who asked to remain anonymous) and confirmed that fashion and beauty ads are complete bullshit.
First of all, everything you see has been altered:
Thereâ€™s just no way an image would be released without any retouching at all so every single ad would have that disclaimer on it. And absolutely 100 percent of whatâ€™s in fashion magazines is retouchedâ€¦ You can never have no retouching across the board, because some of it you just have to do if somethingâ€™s really distracting in a picture.
…But at least it’s not always to make women look thinner:
With fashion work, I donâ€™t do a lot of distortion of womenâ€™s bodies, which I think is terrible. I have been asked to slim down a waist or make the legs a little skinnier, but not anything too crazy.Â There is a lot of body distortion, and sometimes directions â€” and they always come from art directors, retouchers never make these calls on their own â€” get me upset, but it hasn’t been that bad for me. I think if I worked in a position where it was that bad, it would probably upset me that much that I would leave.
If anything, sometimes they’re manipulated to looked less thin:
I have smoothed boniness before â€” like when models have bones sticking out of their chest, they want that subdued. Thatâ€™s somewhat common.
It’s skin, though, that is the biggest lie:
The skin is another story: we completely remove veins and freckles and moles and bags under the eyes all the time. We often remove body hair, subdue wrinkles, whiten teeth, pop the eyes. We also smooth kneecaps and veins in the hands and things like that â€” anything that’s distracting that takes away from the product being featured. If you look at something and the model’s got dark kneecaps with dry skin, your eyes are going to go straight to the knees instead of whatever it is they’re modeling. Or maybe there’s something in the background you have to take out just to make it less distracting. The goal of retouching is to put the emphasis on the thing that’s being sold.
And, of course… mascara ads:
I do work on a lot of cosmetics images, too, and the mascara ads are just ridiculous. They wear false eyelashes, of course, in the photoshoot, and we completely draw the lashes in one by one so itâ€™s just like a forest of eyelashes. Thatâ€™s like the biggest lie of all â€” you canâ€™t achieve that.
We love reading stuff like this–it’s a terrific reminder to everyone that the photos in ads aren’t real and the standards they set are genuinely impossible to attain (even for the people supposedly starring in them). However, instead of watchdog agencies slowing banning overuse of Photoshop or requiring warnings in the ads themselves, we’d really love to see it stop altogether.
Read the rest of this really interesting essay over at Buzzfeed.