In a move that has the industry divided, H&M’s team has decided to create completely virtual models for the website and catalogues (translated by Jezebel from Aftonbladet). The products are shot on mannequins and are then humanized via computer software.
Models faces are shot by the international retailer and then are superimposed onto the “bodies” of the mannequins. According to the article, these models are aware of the situation at hand. The models are even edited to the point of skin tone and skin imperfections to convey reality despite the complete falsity of the images.
The retailer’s spokesperson maintains that this move away from actual real life models is not irresponsible, and is merely their way of best showing off their garments, but I am not so sure. The garments are intended for real life bodies and not mannequins, plus the desire is (for most of us at least) to see the pieces on actual women with actual curves, and breasts and bums.
Plus, it seems like a hell of a lot of work when there are so many gorgeous women out there with amazing bodies!
What do you think of H&M’s choice?