Clothing retailer H&M has sparked quite a bit of controversy after admitting that most of the models featured on its website are computer generated. The company says that pasting real model heads onto CGI bodies provides a better way of displaying clothes made for humans than using real humans to model them. Spokeswoman Nicole Christine tells ABC News:
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.
It is regrettable if we have led anyone to believe that the virtual mannequins should be real bodies. 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.
Although the identical poses and proportions are hard to overlook, the company does match the skin tones of the bodies to the faces quite well, making the ‘shopped nature of individual photos difficult to detect.