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While some retailers are using Photoshop to perfect their models’ existing bodies, H&M is creating entirely new bodies from scratch. Swedish tabloid Aftonbladet recently revealed that H&M uses computer-generated models on its website. Apparently, every body on the site is completely virtual, with real models’ heads added onto the digitally made body afterward.
Although you might be quick to conclude that H&M’s computer-generated models are about creating perfect (and perhaps unrealistic) body shapes, the company is quick to counter the notion. “We are doing this to show off the garments,” H&M says. “This is done for all garments, not just underwear. It applies to both women’s and men’s clothing.”
Regardless of whether the practice of using computer-generated models promotes better clothing displays or furthers body image issues, it still has the advantage of being cheaper than putting together a real photo shoot. Thus, perhaps other clothing brands will follow H&M’s lead.