ADVERTISING AND MANIPULATION: H&M models are computer-generated

H&M models are computer-generated

Wed, 7 Dec, 2011

New tools can detect Photoshopped models, but what about computer-generated ones? According to an article from Swedish newspaper Aftonbladet, many of the H&M models on their website are "completely virtual." Jezebel translated the article where H&M press officer Håcan Andersson explains that H&M uses mannequins that are edited to look more human. (See how all four “women” share the same body and pose?) 

To complete the H&M model, garments are cut and pasted onto the figures along with the heads of real women who they photographed to create some weird animated composite image. Lastly, adjustments are made to match skin tones for that wonderfully lifelike feel. Now we're starting to understand that H&M model with the missing face from this past summer. Maybe they forgot to paste one in!
Andersson sees nothing wrong with H&M’s use of photo editing. "It's not about ideals or to show off a perfect body... we are doing this to show off the garments," he stated. If that’s the case, why not just use a mannequin instead of transforming one into a simulated virtual body? Or they could put the actual clothing on a hanger and call it a day. We're slowly coming to terms with airbrushing and retouching, but creating models from scratch is way too unsettling.
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