H&M Puts Real Model Heads On Completely Fake, Computer Generated Bodies? Swag.

H&M Puts Real Model Heads On Completely Fake, Computer Generated Bodies? Swag.

Class, say “Thank you, Gloria” for today’s post on th count of three. 1, 2….

She wrote in:

I know that you have discussed this type of thing before…but this goes beyond the Victoria’s secret “booty paint” type stuff.  H&M has recently admitted that they use the same virtual body on most of the models on their website (as you can see from the pictures in the article).  These bodies are “computer generated,” and H&M claims that they use these bodies because they can better display the clothing than real models could.  They simply post a real model’s head on top of the body, alter the skin tone to match her face, and then draw on the clothing.  Great, right?

SMH.  Now photoshopped bodies aren’t good enough?  We have to use entirely computer generated bodies to model clothing?

Let’s see what’s going on.

From Jezebel:

The bodies of most of the models H&M features on its website are computer-generated and “completely virtual,” the company has admitted. H&M designs a body that can better display clothes made for humans than humans can, then “dresses” it by drawing on its clothes, and digitally pastes on the heads of real women in post-production. For now — in the future, even models’ faces won’t be considered perfect enough for online fast fashion, and we’ll buy all of our clothing from cyborgs. (This news sort of explains this.) But man, isn’t looking at the four identical bodies with different heads so uncanny? Duly noted that H&M made one of the fake bodies black. You can’t say that the fictional, Photoshopped, mismatched-head future of catalog modeling isn’t racially diverse.

I feel like, at this point, they just need to hang the clothes up on hangers and take pictures of it with camera phones… y’know, the way sellers on ebay do it. That way, no one is disillusioned regarding what women actually look like. Sure, the clothes might not sell because women won’t be thinking “Hey, maybe if I buy that outfit I’ll look like THAT!” only to be sorely disappointed that they’re not a living computer-generated graphic, but hey! At least no one will be starving themselves or going on liquid diets to make it happen, right?


By | 2017-06-10T11:21:33+00:00 January 9th, 2015|Health News|7 Comments

About the Author:

The proud leader of the #bgg2wlarmy, Erika Nicole Kendall writes food and fitness, body image and beauty, and more here at #bgg2wl. After losing over 150lbs, Kendall became a personal trainer certified in fitness nutrition, women's fitness, and weight loss by the National Academy of Sports Medicine. She is also certified in sports nutrition by Precision Nutrition. She now lives in New York with her husband and children, and is working on her 6th and 7th certifications because she likes having alphabet soup at the end of her name.


  1. seejanesweat December 8, 2011 at 11:45 AM - Reply

    Interesting. I guess this would be equivalent to store mannequins.

    • mandyfan December 8, 2011 at 4:18 PM - Reply

      except mannequins don’t pretend to be real people…

  2. Janice December 8, 2011 at 1:52 PM - Reply

    They look like they have penises.

  3. Tachae December 8, 2011 at 3:50 PM - Reply

    I’m not surprised. I don’t know if you’ve seen it, but they address this in “Killing her softly”. An advertising director, I think is what she is/was has been making these films for 40 years explaining how she’s seen advertisements subliminal messages to women actually WORSEN, not surprisingly over the years. In one part of the film she talks about advertisements for makeup where you THINK you’re seeing a no name model who’s flawless but really is a computer generated collage of multiple women’s features. So far there has been four films…..I’m appalled there even had to be one…but four films?

    • Tachae December 8, 2011 at 3:52 PM - Reply

      Killing us softly. Typo. Haha

  4. Linette January 7, 2013 at 10:57 AM - Reply

    I mean, although it sucks that you’re not using real women, at the same time, financially and marketing wise, it make sense to do. Why bother with hiring someone who you’re going to need to photoshop later when you can just pull up an archive, mix and match clothes, and pop on a head? The fashion industry has never been about making you feel good. Its about making you think you could look like the model in those clothes so you’ll buy them. They´re a business just like the food industry. No more, no less. Where you choose go get your self worth from is really up to you, I just don’t feel like they hold any responsibility, nor should they.

  5. Kami October 4, 2013 at 10:38 AM - Reply

    Its all lie. Now I must look at everything with a critical eye especially the fashion industry. The models have imperfections as well.

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