H&M Under Fire For Using Fake, Computer-Generated Models
Swedish fashion chain accused for using virtual models with unrealistic body shape.
Recently, Swedish fashion chain H&M came forth and admitted to using computer-generated models to showcase a range of collections on its website. The virtual models look completely human, but if you look closely, they all have the same body shape and pose. The real model’s head has been superimposed on the body and the skin tone has been digitally altered to match her complexion.
It was Swedish website Aftonbladet that first noticed the uncanny similarities of the models. Hacan Andersson, a spokesman from H&M, confirmed this by saying: