We all know the fashion industry has a funny way of forgetting about the real people. The real women who buy their products, have grumpy days and get a little fatter around Christmas. Well it seems H&M is no different, they have recently admitted to using digital, computer generated bodies for their products. Instead of using real models, they use fake, identical, flawless bodies which are then stuck on a real head.
Over the last decade, we have been brainwashed by the media to believe that one size is right, the small tiny frame seen on the likes of Milan catwalks. Not a single hair out of place, no blemishes to be seen and especially no cellulite. Our image conscious society has driven us to such extremes. The answer to all our flaws now seems to be, “Oh we can Photoshop that out”, a few clicks later you can look like a totally new person. It is this attitude that has flawed the fashion industry, I would much rather see someone looking real than a creepy digitalised version promoting the ‘perfect’ body.
H&M’s main customers are young, impressionable girls, all with a love of fashion, all who look at these images on a day to day basis. These images are fuelling the need for girls to lose weight, stop eating and change who they are. Never mind a bit of photo-shopping here and there, now these girls have to compare themselves to computerised “perfection”. H&M have took this extreme beauty to the next level, by replacing a model altogether to create a ridiculous version of women.
H&M have said that ‘We take pictures of the clothes on a doll that stands in the shop, and then create the human appearance with a program on [a] computer . . . The message is clear: buy our clothes, not our models.’ I agree with their concept, to buy their clothes and not buy into their models, but making an idealised woman through a computer doesn’t exactly argue their case. I don’t know about you, but seeing the exact body replicated over and over, with the same awkward hand position, shoulders tilted perfectly, belly button in exactly the same place is very weird.
The image they’re sending out isn’t positive, if models, with their perfect figures aren’t picture perfect enough, then why should the rest of the population be? I think this is a real error on their behalf, and a bad case of deja vu.
If women were like the digital versions H&M produced, not only would I miss my imperfections, the little things that make me me and you, you, the world would be one boring place. I’d rather be imperfect over boring any day.