H&M models: they’re totally fake. Like, actually fake. As in computer-generated, not-at-all human fake.
Jezebel uncovered this little nugget via Swedish tabloid Aftonbladet. H&M concedes that they indeed digitally create bodies that make their clothes look good, and then paste on different (real) models’ heads, as well as the clothes themselves. The company explains:
“It’s not about ideals or to show off a perfect body, we are doing this to show off the garments. This is done for all garments, not just underwear. It applies to both women’s and men’s clothing.”
Even if they are doing this to show off the clothes, isn’t it misleading that this is not what the clothes look like on actual bodies? Perhaps part of this is a cost issue — surely it’s less expensive to cut and paste looks than to pay for an actual shoot. Regardless, it still leaves us with a bad taste.
A little browsing of the H&M website actually makes us wonder why nobody (ourselves included) realized this practice. before. It’s not like the company tries to hide it: