Australian underwear brand Modibodi has made a statement it won’t allow retouching or photoshopping of models.
Modibodi founder Kristy Chong said the marketing move is intended to challenge “supermodel standards.”
“Ideally we would love to see other underwear labels embrace more empowering ambassadors and diverse models in their marketing practices as well,” she said.
Chong has also challenged the government to follow its international counterparts in taking more action around body image.
Minister for Women Michaelia Cas stated last year the federal government wouldn't follow French moves to ban "super-skinny" models.
Instead, she said the industry needs to take action in this area.
Chong said she will maintain her marketing stance.
"We occasionally get a few rude remarks on Facebook (not from our customers) when we choose to use non-photoshopped curvy but healthy models in our advertising, but mostly our customers congratulate us on representing a spectrum of real women not just fashion led ideals of what this should be."
Designed in Australia, Modibodi offers designs which protect from sweat, bladder leaks, odour, discharge and periods.