In a case that draws on equal parts Avatar, Stepford Wives, and a Barbi paper doll collection, Swedish fashion chair H&M is drawing fire after it admitted to using computer-generated models to show off a line of swimsuits. The company received complaints that it was creating an unrealistic body image for women and a false reality generally.
It you look closely at the models in the ads, you notice that all the models have the same body, posed identically. The only differences are the faces, hair, skin color, and, of course, the swim suits.
In the Swedish daily that broke the story, Wendela, a spokesman for H&M said the technique was used to simplify photoshoots. “The result is strange to look at, but the message is clear: Buy our clothes, not our models.”