H&M admitted to Swedish newspaper Aftonbladet they have been using computer generated models in their online advertisements.
H&M told Aftonbladet that the computer-generated bodies better displayed the clothing much like store mannequins do.
This information could be alarming to fanatics of the brand who browse the cite.
“It is regrettable if we have led anyone to believe that the virtual mannequins should be real bodies,” H&M spokeswoman Nicole Christine told ABC. “This is incorrect and has never been our intention. We will continue to discuss internally how we can be clearer about this in the information towards our customers.”
The faces of the models were from actual models, placed upon the generated bodies and then made to look human.
This could be of concern to consumers who view the bodies as actual humans. The modeling industry has received criticism in the past for unhealthy weights and damaging the perception of self-image among women.
In 2006, Italy’s government and fashion industry set up a code of conduct aiming to keep unhealthy models off of the runway.
While many may perceive H&M’s computer generated models as harmful to women’s self-image, for the company it is simply an easy economic way to present their clothes.
Christine told ABC that H&M never aimed to send the message of what a “perfect” body was supposed to look like with their fake models.
“This technique can be found in use throughout the industry. This is not to be seen as conveying a specific ideal or body type, but merely a technique to show our garments,” Christine said.
Photo Credits: H&M