Modcloth pledges to ditch the Photoshop

Need a reason to justify the purchase of a cute vintage-inspired dress for fall?

Well, here's another reason to love Modcloth.

The online clothing store has become the first retailer to sign Brave Girls Alliance's Heroes of Advertising Pledge.

By signing the pledge, Modcloth agrees to the following:

The Modcloth blog post announcing the store's pledge received almost exclusively positive comments and feedback.

"All the props to this company that not only is well-stocked in every size they can get their hands on, they also make sure to include plus-size models in photo shoots , showing that beauty comes in all shapes and sizes," writes customer Sydney Duprey.

"I absolutely love this! Makes me want to shop from Modcloth even more. Real women buy your clothes so real women should be in the ads of your clothes! Thank you so much for this amazing step!!" writes Hope Perri.

The Brave Girls Alliance was also responsible for the Truth in Advertising Act of 2014, a bipartisan bill introduced in March that called for government regulation of Photoshopping in advertising.

"We're not concerned about ads that clean up a flyaway hair or take off somebody's tattoo. We're concerned with the ads that change the shapes, size, proportion and colour of the people in them. It's a root cause of the widespread public health epidemic. We see these ads, we're fed these ads every day," Truth in Advertising lobbyist Seth Matlins tells Fashion Times.

Nancy Ramamurthi, ModCloth’s CMO, tells Forbes that signing the pledge was a "no brainer."

"It's easy for us to sign on to something celebrating real people," she says. "When you see in the public this kind of change in attitude of embracing a company that does what's right, companies will make the shift."

"We don't have professional models on our site and we’ve been doing this since 2002," Ramamurthi tells Fashionista. "We've never been a company that has misrepresented or altered the photos of our models, we've had hundreds of independent designers all produce clothing on our site and we’ve really worked hard to ensure they’re for women of all sizes."

According to Today:

"The pledge will be self-regulated, but representatives for ModCloth say they hope their participation will encourage others to join in."

"I do believe that women of all sizes are beautiful," Ramamurthi tells Today. "So why not show that and reflect back the diversity of women in this country today?"

"You don’t have to be a size zero or have a thigh gap to be beautiful," she adds.

Earlier this year, lingerie and lounge wear brand Aerie pledged to ditch the Photoshop in its advertising. The decision "set off a wave of positive press for the brand, and conversation on social media," reported the Globe and Mail.

And just last week, we shared a fashion blogger's decision to come clean about using Photoshop in some of her photos.

Dana Suchow of Do The Hotpants says she wanted to be more transparent with her readers.

"The feedback I’ve received has been humbling. It’s not about a skinny girl wishing she was just a bit more perfect. It’s about every woman feeling ugly and imperfect no matter how little the imperfection," she adds.

In 2012, 14-year-old Julia Bluhm petitioned Seventeen magazine, asking the glossy to print one unaltered photo spread in each issue.

Seventeen responded, announcing a "Body Peace Treaty" which promised to not alter girls' faces or bodies in its pages. This decision followed Glamour's commitment to ease off on the retouching, even asking photographers to refrain from altering images.

Are we nearing the end of the Photoshop era?