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Clothier Slammed for Using 'Perfect' Virtual Model

Hugh Pickens writes (1984118) writes | more than 2 years ago

Businesses 2

Hugh Pickens writes writes "Visiting the website for Swedish Clothing Giant H&M is not the only virtual experience customers have as the the company disclosed that the images from the company’s website showing models wearing the latest swimsuit and lingerie in generic, stock-form with their left hand resting slightly below their waist, right arm straight and face looking directly ahead are are not just photoshopped but entirely computer generated. “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,” H&M press officer Hacan Andersson told a Swedish newspaper in an article questioning the company’s picture-perfect online models. Advertising watchdogs elevated the controversy by criticizing the chain of lower-cost clothing stores for their generic approach to models, accusing the chain of creating unrealistic physical ideals. ““This illustrates very well the sky-high aesthetic demands placed on the female body,” says a spokesman for the Norwegian Broadcasting Corporation, one of the groups most critical of H&M. “The demands are so great that H&M, among the poor photo models, cannot find someone with both body and face that can sell their bikinis.”"

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Maybe it's easier to work from scratch (1)

Artea (2527062) | more than 2 years ago | (#38311884)

If they were doing this en masse, wouldn't it be obvious to anyone that it was computer generated or when the model is standing in the exact same pose and looking in the exact same direction in every single product photo without even the slightest variation?

It’s not a real body; it is completely virtual and made by the computer

Sounds like most fashion media these days to be honest. It's unreasonable to expect any real person to look like the women in these types of media, and you end up with anorexic women worrying if they look fat. Completely generating the models from scratch may actually take less work than trying to photoshop an actual photo to meet the standard.

I don't see what the big deal is (1)

mcgrew (92797) | more than 2 years ago | (#38314800)

It's advertising. Folks in the UK have the ASA, but here in the US we have nothing but liars in ads. Nobody with more than two brain cells believes a single word in any commercials.

How is this any different than the tricks burger joints use in their ads to make their burgers look like they're actually edible? This is simply advertising. They're giving the impression that if you wear their clothing, you'll magically look like the (computer generated) model, without diet or exersize.

No different than a McDonald's commercial without a single obese person in the (fake, on a soundstage) McDonalds in the ad, with the burgers sprayed with hair spray to make them shine and dry ice underneath so the steam makes them look like they're hot and hadn't been sitting under a camera light for hours.

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