Computer Generated Models: What's the Big Deal?

Retail clothing giant, H&M, is best known for selling great fashion at cheap prices. Well-known customers include Madonna and Michelle Obama. Today, though, H&M is in the news for creating computer generated swimsuit and lingerie models. Some groups are crying foul claiming that H&M have taken the need for the "ideal" model too far and are further exacerbating the problem many women have with self-image. H&M defends it position saying that what they've done is no different than what retailers have been doing for years--using near perfect models or mannequins to promote a product. And, surprisingly, I agree with them.

I say "surprisingly" because I have less than the ideal figure myself--far less. It would make more sense if I took the opposing position and villified H&M for their actions. But, truth be told, they have merely used technology to continue a common practice in the fashion world, that of displaying fashion in the best possible light. It's no different than a car manufacturer who puts a handsome couple in a sports car as they speed along a beautiful European street. And it's definitely no different than using live models with "ideal" body proportions or mannequins. You don't hear a lot of outcry over mannequins that are too skinny!

No, instead of being upset by "ideal" computer generated models, I support the practice. I hate to see anyone lose a job but the reduction in costs associated with hiring models and photographers could further lower prices, which would benefit the consumer and the company alike. Consistency in model body type also helps to give a true picture of the differences between garments--how they fit, where they sit on the body, etc. It's a potential win-win situation.

I do, however, have a suggestion for retailers. By all means, display your vision of the perfect model on the main screen for each item being advertised but then try something really bold and daring! How about showing other computer generated models with varying sizes and shapes so the rest of us can get a truer picture of what the item would look like on us? You could even designate which items are best for pear shapes, apple shapes, etc. You might worry that it would decrease sales but actually it would help the bottom line. If people could pick out an outfit, see how it would appear on them, and still make the decision to buy it, they would be less likely to return it. So, which is better? More sales, more returns? Or fewer sales, no returns? Also, what if your marketing and design teams had real data showing the sizes and body types most "real world" people gravitate towards? How could that affect your designs and future sales? It's worth thinking about.


In summary, people, don't let retailers and advertisers dictate how you feel about yourself. They are just trying to sell clothes. The truth is the world is made up of people of all shapes and sizes, which is a good thing. It's diverse, interesting, real, and it will never change--no matter what ad exec's or fashion designers do to hawk their wares!