Three Models, One Torso: H&M Uses Computer Generated Bodies For Lingerie Models

The models in H&M’s new holiday lingerie campaign have strangely identical midsections. Why? Because they are. The company is using computer generated bodies and slapping on different heads.

According to a Swedish article translated by Jezebel, the retail chain’s press officer HÃ¥can Andersson calls the bodies “completely virtual.” It’s becoming more and more common for the store to shoot their clothing on mannequins, which are then given a ‘human’ look with computers.

Real models in these shots are only used for their heads. H&M calls them “facial models.”  They then add variations in skin tone and color, even occasionally add birthmarks or freckles. The postures remain the same.

Creeeeepy. That said, I would not be against having my head superimposed on a better looking body.

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