Beauty comes from within, or if you take a look at today's advertising, it also comes from Photoshop.
Photo retouching has become increasingly popular to the point where companies who don't edit their photos have to create large campaigns to create awareness of their ban against it (Example: American Eagle's recent announcement about their lingerie brand's unedited photos). However, this isn't the case for most companies.
Instead, dominant fashion brands such as H&M, are taking advantage of Photoshop's abilities and creating an unattainable beauty for their average looking customers to aspire to. But is there really anything beautiful about a model who has been digitally enhanced to the point where she is no longer recognizable? It is because of such advertisements that society's beauty standards have risen, but it hasn't stopped many of us from trying to achieve the same flawless outcomes.
We're all aware of the editing behind these photos and that the real #1 beauty tip in the fashion industry is to use photoshop, but not many of us ever seem to do anything about it. Have we just accepted digital enhancement as a social norm? Not German street artist, Daniel Soares as he chose to "retouch" a few of H&M's posters in an unconventional way.
While some of us may have been asking why we weren't blessed with the amazingly flawless good looks that we seem to see in every fashion magazine or billboard, Daniel Soares was culture jamming an H&M bikini campaign. Adding the Photoshop toolbar to various posters of extremely tanned models, he raises a good question. When we look at these photos, who are we really comparing ourselves to? Some agency's ability to digital manipulate a photo? Because even the models in such photos don't actually look like this, but I bet you one thing. They compare themselves to these photos just as much as you do.
All photos were taken directly from the artist's page: http://danielsoares.me/H-M-Adbusting