A post by a Russian blogger highlighting the way that light is used in shop changing rooms to improve people's appearance has led to the industry taking a bashing in the British tabloids.
The blogger, who writes under the name Adme, placed images she took in the changing rooms of a range of famous high street names ,including Zara and H&M, side-by-side of an unflattering picture she took of herself at home.
The lighting in the photographs (which appear below) appear to change skintone, hair colour and figure, creating completely alternative images.
The pictures led newspapers, including The Daily Mail and The Sun, to ask if the high street's attempts to flatter us into buying clothes, thanks to artfully installed lighting, had gone too far.
Lux will be holding a Connected Lighting in Retail Conference at the Cavendish Centre in central London on the 27th of September 2017. The event will consider how connected lighting can be utilised to interact with shoppers and what new technologies are best suited to this task. The conference will also advise you on the best ways to become a player in this exciting emerging market. You find out more and register to attend by clicking here.