Debenhams reveals tricks of the trade and axes digitally enhanced models

The secrets of how high street models are airbrushed were revealed by a major retailer for the first time today.

In a campaign to promote "natural beauty", Debenhams released an image demonstrating how women are "im-proved" by computer and slimmed to impossible proportions to sell clothes.

It shows the store's swimwear model — who already appears to have a largely flawless body — digitally enhanced to reduce waist size and boost cleavage.

Debenhams said it wanted to expose how unnecessary airbrushing is. It vowed that all its Oxford Street swimwear models this year would remain untouched by computer aid.

Mark Woods, director of creative and visual at the retailer, said: "We want to help customers make the most of their beauty. Our campaign is all about making women feel good about themselves — not eroding their self-belief and esteem by using false comparisons.

"Not only does it make sense from a moral point of view, it ticks the economic boxes. Millions of pounds a year are spent by organisations retouching perfectly good images."

Signs in the flagship store will ask customers what they think of the natural images.

Most advertisers use digital techniques to slim waists, lengthen legs, perfect teeth, and even change eye colour and skin tone. But critics say the results promote an unattainable image. A backlash has gathered pace with stars publishing pictures of their "real" bodies to show young fans the truth.

In April, Britney Spears released two sets of photos from a shoot for fashion firm Candie's. Imperfections could be seen in the unairbrushed shot, including blemishes on her calf and larger thighs.

In 2003, GQ magazine admitted it had digitally slimmed down photos of Kate Winslet for its front cover. The actress, who has defended fuller-figured women, said she had not been consulted.

Jo Swinson, Liberal Democrat MP and co-founder of the Campaign for Body Confidence, welcomed the Debenhams initiative. She said: "Its great news. More and more people are realising that airbrushing is not necessary in order for women to look beautiful."

Caryn Franklin, fashion commentator and broadcaster, added: "Retailers do have the power to take a stance on digital manipulation. Fashion and beauty imagery that is honest is absolutely crucial for all women to see."

This year Debenhams put size 16 mannequins in its windows and used a disabled model to launch its Principles by Ben de Lisi range.