Kwiminyaka yakutshanje, intshukumo iye yafumana amandla efuna ukuphelisa ukusetyenziswa ngokugqithiseleyo Photoshop kumaphulo efashoni kunye nobuhle. Iimpawu zokuthambisa kunye neenkampani ezinkulu zefashoni ziqala ukwamkela ubunyani kunye iyantlukwano, ngokuthe ngcembe unikezela ngokugqithisela ukubuyisela kwakhona idijithali okuye kwalawula icandelo amashumi eminyaka. Olu tshintsho lweparadigm lunempembelelo enkulu kwindlela uluntu olubona ngayo ubuhle kunye nefuthe leembono ezingafikelelekiyo ebantwini, ngakumbi amantombazana y teen.
Kuthetha ukuthini kanye ukuthi ndlela-ntle kwiPhotoshop? Eyona nto, imalunga nokubonisa imizimba yokwenyani, kunye nawo onke amanqaku, imibimbi, iipores, i-cellulite kunye nezinye iimpawu zendalo ezisenza sibe ngabantu. Oku akukhuthazi nje kuphela ubudlelwane obunempilo kunye nowethu umzimba, kodwa ikwathumela umyalezo onamandla: ubuhle abufuni zihluzo okanye uhlengahlengiso olungenanyani ukuze lusebenze.
Iimpawu zoovulindlela ngokwendalo kunye nokunyaniseka
IHobe: Ibenchmark kwi revolution yokwenene yobuhle
Ihobe lizibeke njengenye yeempawu zokuqala ukucela umngeni kwi imigangatho ubuhle bemveli. Kangangeminyaka, amaphulo ayo abandakanya abafazi bayo yonke iminyaka, imibala yesikhumba, ubukhulu kunye neemilo, ukubhiyozela iyantlukwano kunye nokunyaniseka. Amanyathelo afana nephulo lawo elaziwa kakhulu elithi "Ubuhle bokwenyani" lisebenze njengenkuthazo kwezinye iibrendi ezifuna ukwamkela indalo kwizicwangciso zazo zentengiso.
Ukongeza, iDove ikhuthaza iinkqubo zemfundo kulutsha, ibanceda baphuhlise a ukuzithemba Kusempilweni ukuqonda ukuba imifanekiso oyibonayo kumajelo eendaba ayisoloko ibonisa ubunyani. Amanyathelo anjengala abalulekile ukuchasana neziphumo ezibi zemigangatho yobuhle obungeyonyani.
Asos: Ukuzingca ngokubonisa ubunyani
I-brand yesiNgesi i-Asos yathatha inyathelo eliya phambili ekulweni neefoto ezihlaziyiweyo ngokuqalisa iphulo lentengiso yee-swimsuits ezibonisa iimodeli njengoko zinjalo. Imifanekiso iveze amanqaku e-acne, amanqaku alula kunye nezinye iinkcukacha ezivame ukucinywa kwi-post-production. Oku ibingesiso nje isimbo sobunyani, kodwa kwakhona isibhengezo semigaqo eyamkelwa kakuhle phakathi abathengi.
Ukongeza kokuyeka ukubuyisela kwakhona idijithali, i-Asos iphinda isebenze kwiindawo ezifana nokuzinza, ukukhuthaza ukurisayikilishwa kunye neemeko ezifanelekileyo zokusebenza. Le ndlela ebanzi yoxanduva lwentlalo yomeleza udumo lwayo phakathi kwabathengi abanolwazi.
Desigual: Ukubhiyozela iyantlukwano evela eSpain
I-brand yaseSpain i-Desigual yenye eye yajoyina intshukumo yokwenyani. Ukusebenzisana kwakhe noCharli Howard kwiphulo lasehlotyeni kubonise ngokucacileyo ukuzinikela kwakhe kwinyani: imifanekiso yemodeli ibonise iimpawu iselulite, ukuhamba kude nemfezeko yeplastiki edla ngokubonakala kwishishini.
I-Desigual ayintshanga kule ndlela ibandakanyayo. Ngo-2014, lothuse ihlabathi ngephulo eliquka uWinnie Harlow, imodeli enevitiligo. Le projekthi ijolise ekubhiyozeleni i umntu ngamnye kunye nobuhle obuyingqayizivele phantsi kwesiqubulo esithi "amachaphaza e-polka abonisa isimo sengqondo."
Eminye imizekelo ephawulekayo
Ukongeza kwi-Dove, i-Asos kunye ne-Desigual, ezinye iimveliso ezininzi ziye zalandela emanyathelweni abo, ngaloo ndlela zinegalelo kutshintsho olubanzi kwicandelo:
- Ukubola kweedolophu: Olu phawu lwe-makeup luyaziwa ngokuzibophezela ekuboniseni iimodeli zalo ngendlela yendalo, ngaphandle kokuhlaziywa kwedijithali okungadingekile, kunye nokuzibophezela kwayo kwiindidi zeminyaka, ubukhulu kunye nolusu.
- American Eagle: Umgca we-Lingerie u-Aerie uqalise iphulo lakhe elithi "Aerie Real", kunye neziphumo zorhwebo ezikhangayo. Ngokuphelisa ukusetyenziswa kwe-Photoshop, bazuze ukunyuka kwe-9% kwiintengiso kwiinyanga zabo zokuqala.
- target: Ngomkhankaso wayo we-#TargetSwim, uphawu lwevenkile yesebe lube ngumzekelo ngokubonisa imifanekiso yeesuti zokuqubha ezingabanjwanga kunye neemodeli ezinobukhulu obahlukeneyo.
Impembelelo yehlabathi: Ukuvalwa kunye nemimiselo
Impembelelo ye-anti-retouching movement ibaluleke kakhulu kangangokuba noorhulumente abathile baye bagqiba ekubeni bangenelele. INorway, umzekelo, yamkele a ziphethe ukuba kunyanzelisa brand kunye abachaphazelayo ukuqaphela ukuba imifanekiso yakho iphinde yacocwa. Ngokukwanjalo, iFransi ifune ukusukela ngo-2017 ukuba upapasho lwefashoni lubonise ukusetyenziswa kwePhotoshop kwimifanekiso yabo.
Le mimiselo ifuna ukunciphisa umonakalo wengqondo onokuthi imigangatho engafanelekanga ibangele, ngakumbi kubantwana nakubantu abaselula. Ngokwezifundo, ukuvezwa kwi iinjongo ubuhle obungenakufikeleleka bunxulumene ngqo neengxaki ezifana nokuphazamiseka kokutya kunye nokungazithembi.
Olu tshintsho, nangona lucotha, luguqula ishishini lefashoni kunye nobuhle, ngelixa likhuthaza uluntu olubandakanyayo kunye novelwano.
Ukupheliswa okuqhubelekayo kwePhotoshop kumaphulo kuya komeleza umgangatho wobuhle obusempilweni kwaye obuyinyani. Iibrendi ezisele zilushiyile uchuku olugqithisileyo luphawula indlela enethemba eya ekwamkelweni kwethu ukuba singoobani, ngaphandle kohluzo okanye ubugcisa.