Well I am all for a bit of photo editing, the odd blemish removal, exposure correction but clothing brand H&M have taken this to a whole new level.
Now let me start of first by saying I love H&M, I love the clothing styles and the photography I find very inspirational, but their latest vision has just gone way to far.
So what have they done
H&M have decided to use computer generated models in their latest campaign, they have taken a head shot of different models and added this to the body which has been completely built using computer software.
I think this is taking the whole use of computers in photography a step too far, I mean there are lots of wonderful models working out there, there are great make up artists and stylists, not to mention photographers. So why go in a direction that is not normal.
I find the normal shots of the H&M lines to be great and very natural, and normally taken on location with superb lighting and composition, but to decided to use fakery in your campaign is a step too far.
So my words to H&M are your clothes are wondeful and your ranges are too good to go and wreck it all by trying to save money and create artificial imagery.
If you check out the H&M site and look in the Swimwear section you can see the use of these images.
So my final word to H&M is to use real people for your campaign, this goes for the models, make up artists, photographers and the editing team. Remember "People buy from People" not computers.