Enough is enough. Yes, we know that photo editorials and ad campaigns get photoshopped all the time. It’s a part of the process, and we as consumers accept it. After all, we don’t want our fashion idols looking in the slightest bit ‘human’.

But there really is a point where it become ridiculous, and Britney Spears provides us with a stunning example.

Clearly, we’re meant to believe anything is possible, or that they’re simply using old stock photography. They’re not. This is a new photo of Miss Spears, for a new campaign for a new perfume. But thanks to modern over-exposure we know she doesn’t even come close to looking that good. Much like consumers kicked up a stink over L’Oreal’s use of eyelash extensions in their ad campaigns so too will they be none to chuffed about the new and improved Britney.

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Late one Oxford night Daniel P Dykes set about creating a fashion publication that would go someway to being an arbiter on fashion as it appeals to the emerging power generations: those who don't remember a world without the Internet and for whom work plays second fiddle to pleasure. And so Fashionising.com was born as a publication for those who were focussed not just on fashion's trends, but on society's too, and how those trends could all go to heighten the art of living. Hence, Daniel sees a future where, for those young at heart, both fashion and style are grounded in traditional quality, but with a youthful, sensualised edge. Daniel is Fashionising.com's Editor in Chief and Chairman.