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.
Digitally Made Models
H&M Website Uses Completely Computer-Generated Models
Trend Themes
1. Digitally Created Models - Opportunity for fashion retailers to use computer-generated models to showcase their products and cut costs.
2. Virtual Fashion Displays - Potential for virtual fashion displays using computer-generated models to enhance the presentation of clothing items.
3. Cost-effective Marketing - Opportunity for brands to save money by utilizing computer-generated models instead of organizing real photo shoots.
Industry Implications
1. Fashion Retail - Fashion retailers can adopt computer-generated models to showcase their clothing lines and reduce marketing expenses.
2. Advertising and Marketing - Advertising and marketing agencies can explore the use of computer-generated models to create innovative virtual fashion displays.
3. 3D Modeling and Animation - The 3D modeling and animation industry can provide services for creating realistic computer-generated models for fashion brands.