H&M’s Lingerie Models Are Computer Generated

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?

Images: The Cut. 


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  • Reply ichigolove01 Wednesday 7th December, 2011 at 10:12 am

    I don’t like it. The common buyer wouldn’t have perfect bodies like that.

  • Reply doogs Wednesday 7th December, 2011 at 7:19 am


  • Reply jarjar Wednesday 7th December, 2011 at 7:12 am


  • Reply sallync Wednesday 7th December, 2011 at 5:57 am

    I think its ok to use computer generated images but not ok to put real model faces on them, the whole thing looks a little surreal.

  • Reply chris Wednesday 7th December, 2011 at 5:04 am

    it’s a sad day when even models aren’t perfect enough

  • Reply EmmLucey Tuesday 6th December, 2011 at 11:13 pm

    The only thing that bothers me is that all the photos are the same, boring and look a little bit weird with the different heads on top.
    Anyone saying girls are going to get low self esteem from this over real models are kidding themselves… at least they know its ‘not real’, models are this thin and thinner anyway!

  • sommy7
    Reply sommy7 Tuesday 6th December, 2011 at 10:35 pm

    Not a fan of this idea, would prefer real life models, takes away from the reality of the shoot

  • Reply chocolatelace Tuesday 6th December, 2011 at 6:29 pm

    the pictures look a bit off!

  • Reply AmberB Tuesday 6th December, 2011 at 5:56 pm

    They don’t look right! I definately think that they should use real models .. and models of all different sizes!

  • Reply MsKimo Tuesday 6th December, 2011 at 5:08 pm

    Not loving the idea either but it’s their call. They don’t sell stuff here so meh.

    Reminds me of http://looklet.com/ though, which is the worlds first digital styling studio. You dress up computer-generated models, much fun to be had. 🙂

  • Reply Sarahh Tuesday 6th December, 2011 at 3:51 pm

    What a great way to cause a huge blow to women’s self esteem everywhere. Now young women are going to be comparing their perfectly lovely bodies to those of computer generated mannequins. Irresponsible H&M.

  • SuzyM11
    Reply SuzyM11 Tuesday 6th December, 2011 at 3:51 pm

    it doesnt realistically how you how the pieces would look on differant body shapes. Clothing needs to be seen on realy people to be able to get the best idea of how it would look on you – especially when buying online otherwise you may as well just pick random things and put them in yous hopping cart coz you have no idea how they might look on.

  • Reply Crystal Tuesday 6th December, 2011 at 3:29 pm

    errr… creepy?

  • violetflower61230
    Reply violetflower61230 Tuesday 6th December, 2011 at 1:05 pm

    Its creepy but I think its okay. I mean Im not opposed to the idea.

  • Zoe93
    Reply Zoe93 Tuesday 6th December, 2011 at 11:38 am

    The red looks amazing 🙂

  • eleanore
    Reply eleanore Tuesday 6th December, 2011 at 11:24 am

    It’s a little unnecessary, just because technological advances make it possible does not really indicate that it is a successful idea.

  • Reply ethereal Tuesday 6th December, 2011 at 10:57 am

    They just look phoney! They are obviously fake and look like Photoshop gone wrong! I agree that there are plenty of gorgeous real women out there, I don’t want to see what clothing looks like on a computer generated body, I want to see real people!

  • Reply stefaneigh Tuesday 6th December, 2011 at 10:21 am

    I don’t like this idea. Especially if they are using real models faces! I’d prefer to see real girls with some imperfections rahter than computer generated bodies!

  • Legssss
    Reply Legssss Tuesday 6th December, 2011 at 10:17 am

    It doesn’t quiet look right, the same height, the same neck length. Every body is different and shouldn’t feel the need to conform. I’m sure those models with their own bodies would have looked a lot fresher and more appealing.

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