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The clothing brand Everlane has made a splash with its recent marketing campaign, “No frills. No bows. No bulls****.” The line fits in with the companies idea that alterations of any kind, from fashion to photoshop, will not work with their brand. To Newhouse advertising associate professor Beth Egan, this is a refreshing change of pace.

“This generation is calling BS on traditional labels from all different angles,” she told the Washington Post. “Whereas my generation and the generation before mine both bought into idealized versions in advertising, these women are saying, ‘I’m going to do me, and it’s going to be fabulous.’ ”