Forget Photoshop: New H&M Models' Bodies Are Computer-Generated

The future of fast fashion is terrifyingly out of this world.

Forget Photoshop: New H&M Models’ Bodies Are Computer-Generated

The future of fast fashion is terrifyingly out of this world.

-Diana Denza


In recent years, the fashion industry has come under fire for using starving, stick thin models on the catwalks and in magazine advertisements. But we’d venture to say that most women’s advocacy groups and ticked off gals probably didn’t see this computer-generated nightmare coming.

At first glance, the sweaters, flirty little pieces of lingerie, and leggy models on H&M’s website don’t look out of place in the fast fashion world. That is, until you take a good look at their bodies. Despite these girls’ windswept locks and seemingly effortless smiles, they look kind of stiff below the neck, don’t you think?

Get ready, because those “bodies” you see are actually entirely computer generated— as in, the company has been superimposing models’ heads onto the bodies of mannequins and heavily editing them to create a lifelike appearance.

The sticky business was confirmed by H&M Press Officer Håcan Andersson, who explained to Swedish tabloid Aftonbladet, “It’s not a real body…We take pictures of the clothes on a doll that stands in the shop, and then create the human appearance with a program on your computer.”

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We’re not sure how a slew of bots rocking the same bod can be considered to have a “human appearance”– they all have the same bellybuttons, for goodness’ sake– but apparently, it’s all okay as long as the chain calls them “facial models.” Ladies, meet H&M’s brand new body type: stock photo.

Though Andersson went on to explain that “It’s not about ideals or to show off a perfect body… we are doing this to show off the garments,” we’re not really buying it. If you have to create digital bodies to sell your clothes, there is something wrong with what’s on the racks. And if these “mannequins” were simply “showing off the garments,” why all the effort to add in time-consuming details like computerized freckles?

Norwegian Broadcasting Corporation’s Helle Vaagland commented:

“This illustrates very well the sky-high aesthetic demands placed on the female body. The demands are so great that H&M, among the poor photo models, cannot find someone with both body and face that can sell their bikinis.”

Sad, especially because after our jaws dropped at these model/computer hybrids, it was hard for us to notice those teensy bikinis.

Tell us: Is this super creepy, or do we need to get thicker skin (that is not computer generated, hopefully)?

Diana Denza is a regular contributor to BettyConfidential.

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