ModCloth, a retailer known for embracing consumers of all body types, has just become the first fashion company to sign onto the Heroes Pledge for Advertisers, a petition started by the people pushing the Truth in Advertising bill, which demands that advertisers be transparent about their Photoshopping practices.

The Pledge asks that advertisers "do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production" -- or, if they do, to label the image to make clear that those alterations have taken place. That's something ModCloth CMO Nancy Ramamurthi says already fits in perfectly with the company's philosophy.

"We don't have professional models on our site and we've been doing this since 2002," she tells Fashionista. "We've never been a company that has misrepresented or altered the photos of our models, we've had hundreds of independent designers all produce clothing on our site and we've really worked hard to ensure they're for women of all sizes."

It's this business model that prompted ModCloth to reach out to Truth in Advertising lobbyist Seth Matlins. Matlins has been championing the bill since leaving his own job in advertising in 2010, and after researching the bill and Matlins, ModCloth execs were moved by the passion behind the project.

"I think it's the truth and authenticity which clearly comes through in how he has supported this legislation, and has put out the petition for Dove and for other advertisers to join in," Ramamurthi says. "I think that honest and authentic point of view was something that was very aligned with who we are as a company, so we were thrilled to be the first fashion company to sign."