H & M Using Virtual Models To Display Clothing

For consumers who choose to buy H&M clothing online instead of buying clothes in one of the 2300 H&M retail stores around the world, access to H&M's website is not just a virtual experience.

The Swedish retailer confirmed that "full virtual" refers to the models of swimsuits and underwear in the H&M online sales center.

In a perfect picture of the company's online photo queries. model In the article, Ha Anderson, a news officer of H&M, told the media: "it is not a real human body. It is completely fictitious and made by computer."

He continued: "we took a picture of a model wearing our clothes in the shop, and then used computer programs to create a person's appearance."

Pictures from the company's website showed that the model appeared in the latest swimsuit and underwear. Its left hand was slightly below its waist and its right arm was straight and its face was facing ahead.

Some people criticized its adoption of low-cost generic models, accusing it of creating irrelevant cuts. Actual Things.

"This is a good example of the high aesthetic requirements of the female body, which requires up to H&M, including poor photo models, and can not sell their bikini on the body and face at the same time," said the official.

For H&M's decision to use virtual rather than real models, Anderson explained that computer made bodies ensure that clothes remain the focus of online shoppers, not the body of models.

He told the media: "this is not an idealistic or ostentatious body. We do this to highlight clothing. For all clothing, not just underwear, it is suitable for women's wear and men's wear."

Nicole Christie, a spokesman for the US business, compared the online virtual models with the models used by ordinary retail stores, saying: "our online storefront will be used. reality Life models, pictures of still life or pictures of virtual models show our fashion. The virtual model is the same as the model in the shop to show women's clothing and men's clothing.

Christie confirmed Anderson's description of H&M's how to create a virtual model and its purpose behind the practice. She said: "this is common. The whole industry uses this technology. This is not to convey a specific ideal or body shape, but merely a technology to show our clothing. If we make anyone think the virtual model is the real model, I am very sorry. This is not true, nor is it our purpose. We will continue to discuss internally how to make our customers' information clearer. "