Computer Generated Models? H&M Admits to Using Fake Bodies to Sell Lingerie

Magazines have been using editing images for decades in order to get their models to look exactly the way they want. Well H&M is taking the process one step further. The company admitted that they are using computer-generated lingerie models on their website.

Several groups, and lingerie shoppers, have come out to accuse H&M of creating a false reality for its customers. Saying that women are already pressured to live up to the impossible standards set by Adriana Lima or Miranda Kerr, and now girls will have to live up to a virtually perfect body.

The Norwegian Broadcasting Corporation, who has been one of the most vocal groups against H&M, told the Telegraph:

“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.”


But H&M doesn’t see the issue quite the same way. In fact, the clothing store says that by using virtual models they are asking customers to concentrate on their lingerie and not on the actual models. Jezebel reports that H&M is using virtual bodies, but real faces, for their models.

H&M press officer Hacan Andersson admitted to the Swedish newspaper Aftonbladet that H&M was using virtual models, but Andersson says the choice was made because it simplifies the processes of a photo shoot.

virtual model

Andersson told the Independent:

“It’s not a real body; it is completely virtual and made by the computer. We take pictures of the clothes on a doll that stands in the shop, and then create the human appearance with a program on [a] computer… The result is strange to look at, but the message is clear: buy our clothes, not our models.”

So maybe customers shouldn’t be upset about being sold a “false reality.” Maybe models should be upset because their job is going to be replaced by virtual models.

virtual model

What do you think about the H&M virtual model scandal? Do the virtual models create an unrealistic reality for consumers? Or is H&M just using computer-generated mannequins.