As more social media users develop an aversion to flawless feeds, while the #skinpositivity movement champions supposed ‘imperfections’, brands across sectors are facing calls to stop retouching reality. But why exactly are airbrushed images so problematic, and should they carry warning labels?

As body ideals broaden to incorporate a range of shapes, colors, ages, and abilities, people are more exacting about the ways in which companies approach diversity. How can brands go beyond token gestures to satisfy these demands and show they have inclusivity written into their DNA?

Models have always been the face of fashion, but now Gen Yers like Kendall Jenner and Gigi Hadid are the voices too. Through their Instagram feeds and Snapchat stories, they are offering a more human image and making the brands they represent seem more authentic in the process.

Fashion magazines, adverts, and catwalks have traditionally used slender, young models to showcase garments. But with 68% of older Britons feeling misrepresented in ads, and a global outcry for more diversity in general, brands are hiring older models that affluent Boomers can better relate to.