Music & Culture
H&M’s Online Campaign Features Fake, Computer-Generated Models’ Bodies!
Written by T.M. Gaouette | December 7, 2011
Did you know that Swedish-based retailer H&M recently admitted to Photo-shopping models’ heads on computer-generated bodies?
In a December 4 article featured in the Swedish newspaper Aftonbladet, H&M’s press officer admitted that the models’ bodies in its online swimsuit and lingerie campaigns are “completely virtual.”
Take a look.
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 (H&M press officer).
The Norwegian Broadcasting Corporation criticized H&M’s decision, saying it demonstrates that “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.”
A company spokesperson argues that the fake bodies are simply a technique to allow consumers to focus on the product rather than the bodies of the models.
The virtual mannequins are used in the same way as we use mannequins in our stores for ladies wear and menswear (H&M spokesperson).
If the intention is to just show the items of clothing, then why put real heads on fake bodies? Why not just put a fake head on the fake body? Is the real head needed so that we can relate to the models as human beings? But how is that possible when we are faced with a perfect body to which no one can relate?
Maybe I’m overthinking H&M’s decision. However, I can’t help but question why the media and advertisers continue to present us with fake examples of perfection when selling products. If we cannot relate physically to the model displaying the garments, why would we ever assume that we would look good in those items?
What message does this send? That H&M clothes only look good on perfect, unattainable bodies?
This story is another stunning example of how the media’s idea of perfection is just not real: it has to be generated and enhanced and manipulated. It should also be a reminder that we never should allow these images to diminish how we feel about ourselves. These are levels of perfection that no one ever can attain.
So ladies! The good news is that you don’t have to feel pressured to meet these aspects of perfection, because no one can meet them.
When you check out these models and their identical bodies of various hues, know that it’s all just a façade. And know also that natural beauty is not flawed and in need of perfecting. God simply created us unique.
What do you think about H&M’s decision to place the heads of models on computer-generated bodies? Have you ever felt pressure to have the body of a fashion model? Does this news help relieve any pressure you may have to be perfect? Girls PLEASE remember that all images in magazines are SO airbrushed and fake!