H&M Admits to Using Fake Bodies for Models

by | December 6, 2011 at 2:27 PM | General

This week H&M taught us a very important lesson: If models look too good to be true, they probably are.

The popular retailer’s press officer Håcan Andersson confirmed to Swedish newspaper Aftonbladet (via Jezebel) that the eerily similar bodies modeling their lingerie are “completely virtual.”

“It’s not a real body, it is completely virtual and made [on] the computer. We take pictures of the clothes on a doll [mannequin] that stands in the shop, and then create the human appearance with a program on your computer,” Andersson explained of the photo shoots featured in the H&M Christmas campaign.

If that wasn’t misleading enough, it’s also been revealed that the “models” used for H&M’s website and catalogues are actually mannequins that are given human features with photo-editing software.

To the company’s credit, they did use living, breathing models in their recent shoots, but, according to New York Magazine, called them “facial models” whose purpose sole was to be added atop an already-created body.

While some may take the position that H&M’s ecommerce site doing something irresponsible by possibly leading women to strive for a body that’s completely unrealistic, Andersson disagrees and defend their decision with the following explanation:

“It’s not about ideals or to show off a perfect body… we are doing this to show off the garments.”

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