clock menu more-arrow no yes

Filed under:

H&M admits it pasted models' heads on CGI bodies

New, 38 comments

Swedish retailer H&M admitted this week to pasting models' heads onto "completely virtual" bodies in its catalogue.

H&M CGI Body Model
H&M CGI Body Model

While the prevalence of photo retouching in fashion imagery has been well-documented (and criticized), the industry has long depended on a high turnover cast of flesh-and-blood humans. Apparently, those bodies aren't as valuable as they used to be as retailer H&M recently admitted to Swedish newspaper Aftonbladget that it pasted models' heads on "completely virtual" bodies in its catalogs. H&M's Hacan Anderrson said, "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." In its defense, H&M told ABC News that the technique is rampant "throughout the industry," and that it's more effective for showing off garments. The admittedly creepy models, seen together, are enough to make us pine for the simple days of botched Photoshop touch-ups.