No, this headline is not referring to the liposuctioned, botoxed, airbrushed, breast- and booty- implanted bodies that fashion so often tried to present to as “real.”  Retailer H&M has been caught using computer generated bodies with interchangeable heads as models for its catalogue. They even colored one in brown, for goodness sake. Feast your eyes on the eeriness!

What a great new way to promote body shame and unrealistic expectations for how real women look.

H&M defended itself by explaining that “it’s not a real body, it is completely virtual and made ​​the computer. We take pictures of the clothes on a doll [mannequin] that stands in the shop, and then create the human appearance with a program …we do this to show off the clothes.”

That’s odd, because I always thought that clothes were meant to be worn by actual people, not by cyber-representations of an ideal body. These pictures do not show off the clothes, they only make these models look more like a rack of H&M’s cheaply made v-neck sweaters than like human women. You’d think that as consumers we’d be satisfied looking at the real – but unrealistic – living coat-hangers that we’re used to seeing in fashion spreads. But have we reached a point where we’re going to have to get used to completely unreal representations of the female body?


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  • MP

    First, I’m going to second what Gigi wrote.

    Second, I’m conflicted about this because if they’re not going to show the model’s body, I’d rather they be open about it. It is really insulting when the fashion industry tries to sell me a heavily retouched and altered image as real or representative of some “natural” product. Let them be conspicuously fake, like virtual mannequins/dress forms and maybe some women will stop chasing something they can never achieve.

  • iQgraphics

    Am I seeing that image correctly or did they actually miss a spot on the black girls left upper shoulder??

  • secret ninja

    lmbo! people are just now noticing the model heads transposed on the mannequin bodies?!

  • BritishBelle89

    I don’t really care that H&M don’t use ‘real’ models, you know why?-.because I don’t buy the models, I buy the clothes, period. It’s no different in my opinion, to seeing clothed mannequins in shops. At the end if the day, I only care if *I* look good in these clothes because that’s all that matters to me.

  • I never noticed or paid much attention to the fake bodies when I did my recent shopping spree online. However, after reading this article I can see why it upsets people.