H&M admit to using computer-generated fashion models

The models featuring in H&M’s swimwear and lingerie campaigns are fake - literally.

Håcan Andersson, a press officer for H&M, told Swedish newspaper Aftonbladet that most of the model bodies on the site are “completely virtual.”

While many complaints have been made recently about the overuse of airbrushing and digital altering on real women, these models differ because their models bodies are totally computer-generated.

Copyright © hm.com

[See also: Computer tool reveals the secrets of fashion industry photo retouching]


Most consumers browsing the site before may have noticed how unusual it was that every model was posed in the exact same position with a hand on their hip, facing straight on.

H&M admitted to using “facial models” for their website and catalogues, superimposing their heads onto the standard body shape using photo-editing software. The only thing that appears different, apart from the clothing, is the skin tone which is digitally altered to match each model’s face.

Aftonbladet accused the company of using the computer-generated images because H&M were not impressed with the quality of models it was seeing.

The company’s spokesperson disputed that idea saying they only used that method to make the clothes look good.

Copyright © hm.com

Andersson said: “It’s not about ideals or to show off a perfect body, we are doing this to show off the garments. This is done for all garments, not just underwear. It applies to both women’s and men’s clothing.”

This method of using computer generated bodies doesn't seem to apply to the ad campaigns on billboards but does happen with the models on H&M's e-commerce site.

Their justification of using this method to make the clothes look desirable has not gone down well with the Scandinavian advertising watchdogs.

The Norwegian Broadcasting Corporation have criticised H&M for producing an unrealistic physical representation of the female body.

Helle Vaagland of the NBC said: “This illustrates very well the sky-high aesthetic demands placed on the female body. The demands are so great that H&M, among the poor photo models, cannot find someone with both body and face that can sell their bikinis."

It’s understandable that H&M want to slash costs: cutting and pasting outfits onto the same model is surely less expensive than paying out money for a multitude of different models. But now they have admitted to using misleading images, they may have a heavier price to pay with angry consumers.

Do you think H&M’s computer-generated system is clever or completely unnecessary?

Shoppers complain about M&S handbag that 'smells of fish'

Benetton ad pulled on the same day as release

L'Oreal airbrushed ad banned

Most popular

  • Kate Middleton Wipes Prince George's Drool On Her Designer Dress And Proves …
    Kate Middleton Wipes Prince George's Drool On Her Designer Dress And Proves …

    The teething royal got a little over-excited when meeting his namesake bilby at Taronga Zoo in Sydney …

  • Kate Middleton's Easter Surprise: Not One But THREE Different Dresses
    Kate Middleton's Easter Surprise: Not One But THREE Different Dresses

    Kate Middleton whips out not one but three different outfits on Easter Day Down Under. As you do. …

  • Bad skin habits to break today
    Bad skin habits to break today

    Skin looking dull, tired and blotchy? It may be down to some bad habits that you've developed over time. If you cleanse, tone and moisturise but your skin is still looking far from glowing, then read on to see if you're guilty of these bad skin habits. …

  • Is A Fringe The New Anti-Aging Treatment?
    Is A Fringe The New Anti-Aging Treatment?

    Sarah Harding recently admitted that her new fringe meant she could hide her wrinkles. And it seems the former Girls Aloud star might be onto something as ‘bangs’ have been labeled the new anti-aging treatment. …

  • How to get perfect bare legs
    How to get perfect bare legs

    It's officially Spring. And that means it's the awkward time of the year when we need to think about ditching the trusty black tights and revealing bare legs. If like me, the thought fills you with horror, it's time to give your legs a little TLC. Follow these simple steps to get smoother, softer legs in no time. …

general.png

Who wore their Three Floor jumpsuit best?

Loading...
Poll Choice Options
  • Alesha Dixon
  • Nicole Scherzinger