Bluenotes ditches retouching in its fall campaign

Bluenotes is taking a stand against the images of perfection young people are pressured to keep up on social media.

The brand’s back-to-school campaign, developed in-house, appears under the tagline “Your genes. Our jeans. No filter.” and does not use any retouching in the photographs of its models.

“In this day and age, we’re all highly exposed, and our [16- to 24-year old] target lives in a world full of peer pressure and perfection,” says Asia Lewicki, director of marketing at Bluenotes. “We wanted to stand behind them and empower them to be real and true to themselves. It’s all real, from the models themselves to how the jeans fit them. Hopefully us embracing what is real and authentic will take some of the pressure off for our customers, even a little bit.”

Read full article on Strategy Online

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