Worse Than Airbrushing: H&M Uses Fake Bodies For Their Models

If you thought the cleverly photoshopped bodies on the magazine covers at the check-out aisle were bad, wait until you see this: The bodies on most of the models that clothing retailer, H&M, uses on its website are computer-generated fakes.

That’s right. If you look closely at the photo here, what do you see? Four identical bodies with four different heads. The company has admitted that they are “completely virtual” bodies with the heads of real women simply pasted on during editing. Maybe they’re doing this to save money on costly photoshoots, but honestly, this just makes us think that they believe real bodies are not good enough to showcase their clothes.

Haven’t we had enough of the photoshopped models? Enough of the perfectly shaped butts, perfectly flat abs and perfectly toned arms and legs? Intuitively, we know none of them are completely real, although that often doesn’t stop us from comparing our less-than-perfect bodies and feeling bad about ourselves. But now, even worse than a few millimeters shaved off a model’s limbs and stomach, we have to compare ourselves to a computer-generated body. Who knows, maybe next time they’ll decide that a real face isn’t even good enough to use, and we’ll be forced to select our attire from robots and paper dolls.


Photo: jezebel.com


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    • mary

      If they used actual models they would be editing those photos as well. I think if they can save money by paying a computer geek instead of a model, then they should go for it. That saves the consumer money in the long run.
      I think it is sad if women are actually comparing themselves to an ad! Gee have some self worth.

      • Briana Rognlin

        I think it’s sad to compare yourself to an ad, but unfortunately, our culture encourages it. And H&M is a brand that definitely advertises towards younger women and girls, so the women seeing these images aren’t necessarily mature, self-assured women who have the perspective to realize that these photos are ridiculous. I think even if you’re not consciously comparing yourself to an ad or a model, the constant exposure to standards like this are damaging and can cause serious body dysmorphia even in women who don’t have eating disorders or particularly extreme body image issues. It’s sad, but implying that women should just know better than to be impacted by media doesn’t necessarily make it better.

    • Andrea

      I totally agree.. Being a photo editor myself, I know this would save tons of time and money! In the case of photos like these, the goal is to make the clothes look as good as possible.

    • maria

      I agree that these are totally fake looking and ugly. But h&m has this (granted: pointless) system that lets you combine all the outfits online, so it’s more like digital paper dolls. they don’t even try to pretend these were real models.