As a neovintage enthusiast, I've spent many a paycheck on the old-fashioned, wallet-friendly wares on ModCloth. In addition to the goody-filled packages that provide retail theory monthly (okay, weekly), what I love most about the retailer is their devotion to showcasing all kinds of — or for lack of a better word, "real" — body types. Taking their commitment a step further, ModCloth has signed an anti-airbrushing petition, The Heroes Pledge For Advertisers.
By doing so they promise to "do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production." Furthermore, if changes are made, they must disclose them with a "Truth In Advertising" label so customers don't confuse an "ideal" with reality.
In truth, it's not a drastic departure from what they've already been doing — the site hasn't used professional models since 2002 — and like other millennial-targeted retailers, they are more socially-minded about their post-production to make it easier for us twentysomethings to picture what that skirt or top would actually look like on a hippy or busty lady.