In a society where size and body conciousness is at an all time high, it’s perhaps not the best time for trusted High-Street label, H&M to confess that the model images on their website, are in fact, fake.

In a depressing revelation, the Swedish retailer has revealed that they design the model’s bodies digitally, so they can “better display clothes made for humans than humans can.” They have admitted to drawing on the clothes and digitally pasting the heads of real women onto the digital images in post-production.

To say this is disappointing is an understatement. In a time when photoshopping and post-production is coming under intense scrutiny, and even with made adverts being banned, many young girls look to fashion shopping websites like H&M to get ideas for clothing that might suit their bodyshapes. By using digitally created models, H&M are showing shoppers an unrealistic body shape and image.

A spokesperson from H&M said in a statement that the reason behind the digitally created models is to help focus on the merchandise and not the model. “The result is strange to look at, but the message is clear: buy our clothes, not our models,” he said.

What do you think of H&M’s digitally created models? Let us know on our Facebook and Twitter pages.

*Image courtesy of HM.com