(Filed Under retail Lingerie News). Swedish company H&M has been taking criticism for the lingerie models on its website — the bodies displaying the retailer’s holiday intimates collection are completely computer-generated.
To create the CGI models, the lingerie was photographed on mannequins, which were given human features via photo-editing software. H&M shot real models for the campaign, only to superimpose their heads on the lingerie-clad virtual bodies.
The practice has been called controversial for creating unrealistic physical ideals or giving consumers the impression that no model is aesthetically perfect enough to sell intimate apparel. But H&M is defending its CGI models.
"This technique is not new," said H&M representative Håcan Andersson in a statement. "This is not about ideals or to show off a perfect body, we do this to demonstrate an item of clothing."
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