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?
19 Comments
I don’t like it. The common buyer wouldn’t have perfect bodies like that.
yuck
weird
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.
it’s a sad day when even models aren’t perfect enough
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!
Not a fan of this idea, would prefer real life models, takes away from the reality of the shoot
the pictures look a bit off!
They don’t look right! I definately think that they should use real models .. and models of all different sizes!
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. 🙂
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.
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.
errr… creepy?
Its creepy but I think its okay. I mean Im not opposed to the idea.
The red looks amazing 🙂
It’s a little unnecessary, just because technological advances make it possible does not really indicate that it is a successful idea.
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!
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!
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.