Jacob's "No Re-touching" Policy by Cristelle Basmaji, Marketing & Communications Director, JACOB

With the launch of our fall 2010 campaign last September, we committed to no longer digitally alter the bodies of our models in images for both our JACOB and JACOB Lingerie brands. While JACOB had always been conservative with respect to retouching, we decided it was time to take a stand in a more meaningful way so we implemented our No Retouching Policy and signed the Quebec Charter for a Healthy and Diverse Body Image.

As a socially responsible company, JACOB has always felt strongly about women’s issues and respecting its customers. We have always made an effort to promote a healthy image of the female body. By adopting an official policy and broadcasting it publicly, we hope to reverse the trend in digital photo manipulation that has become excessive in our industry. Our decision to never reshape the bodies of our models is particularly innovative for our JACOB Lingerie campaigns.

We are extremely proud to be the first Canadian fashion retailer to make such a significant long-term public engagement since it reflects our brand values:
•Respect: JACOB has always respected women and wants to be a company that women are proud of.
•Leadership: we are an intuitive brand that innovates while staying true to our values.
•Altruism: JACOB contributes to women’s well-being and to the society in which they live through our commitment to social responsibility.

Our commitment to social responsibility encapsulates the actions we take to showcase our respect for women. JACOB aims to help women feel confident about who they are and how they look through our clothing, our brand and initiatives such as this one.