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Swedish clothing chain H&M has confessed to using virtual models to sell their swimwear and lingerie on their website.

All the models have the same proportions and pose, their faces and skintones being the only differences between them, a fact noticed and questioned by Swedish tabloid Aftonbladet.

In response, an H&M spokesman said: “It’s not a real body, it is completely virtual and made [by] the computer.

“We take pictures of the clothes on a doll that stands in the shop, and then create the human appearance with a program on [a] computer.”

The move has been defended by the fashion chain as a decision which was intended to draw attention to the clothes and garments rather than to the models themselves.

Others have defended the decision as purely a cost-cutting measure – the computer-made models are a cheaper alternative to setting up and arranging photo shoots. 

Others though, have criticised the decision for placing unfair demands and expectations on the female body. 

Spokesperson for the Norwegian Broadcasting Corporation Helle Vaagland said: “This illustrates very well the sky-high aesthetic demands placed on the female body. The demands are so great that H&M cannot find someone with both body and face who can sell their bikinis.“

Despite the company’s defence the Scandinavian advertising watchdogs have criticised H&M's practice for creating unrealisitic images of the female body.


H&M admits using computer generated models
Digital Mag

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