The clone tool is not a toy. Using real "facial models" on these clothes doll bodies, the Swedish retailer defends its choice, saying the virtual models draw attention to the clothes instead of the women's bodies. Honestly? Models are so photoshopped beyond human norms that if H&M had changed the hand positions, we'd still be none the wiser.
This is a technique that is not new, it is available within the industry today and we are using it for our Shop Online in combination with real life models pictures and still life pictures. For our Shop Online we are using a combination of real life models pictures, still life pictures and virtual mannequin pictures. For all other marketing and campaigns – outdoor, TV, print and other media, H&M will continue to use real life models.