In Defense of H&M’s Fembots

Fashion retailer H&M recently got called out for using computer-generated bodies in their online catalogue.
The company has admitted that the bodies are “completely virtual,” with faces of real models pasted in. “This is a technique that is not new, it is available within the industry today,” said an H&M spokesperson. “The virtual mannequins are used in the same way as we use mannequins in our stores for ladies wear and menswear.”
Bloggers and media awareness groups have responded with appropriate criticism. Norwegian Broadcasting Corporation spokesman Helle Vaagland said, “this illustrates very well the sky-high aesthetic demands placed on the female body.” Blogger T.M. Gaouette writes, “I’m confused! If the intention is to just show the items of clothing, then why put real heads on fake bodies? Why not just put a fake head on the fake body? Is the real head needed so that we can relate to the models as human beings? But how is that possible when we are faced with a perfect body to which no one can relate?”
On Facebook, a couple of friends expressed concern that this trend will decrease the number of jobs available to working models. Another issue is the creepiness factor: “Man,” writes Jenna Sauer at Jezebel, “isn’t looking at the four identical bodies with different heads so uncanny?”

With that in mind, there are a few beautiful and amazing things going on here. First of all, there’s the unintentional modern art: this catalogue has brought us the haunting, Ringu-esque Model Without a Face. Also, this foray into the uncanny valley brings us one step closer to the age of the idoru. With teenage pop idol Aimi Eguchi, whose face is a composite of six different singers, and vocaloids (singing synthesizers) such as pigtailed holographic superstar Hatsune Miku, we’re almost there – in The Future. And even though H&M’s online catalogue conforms to the same beauty standard as any other big fashion retailer, this technology actually has the potential to subvert the paradigm altogether.
Imagine an online shop where your preferred weight/height/measurements are used to generate 3D models of the bodies that you want to see. Imagine if there was an API for this that could be used across all online clothing stores you visit, so that no matter what site you were looking at, the models appeared the way that you wanted them to. Standardized beauty ideals would become less relevant, because people would have greater control over their exposure to them.
In the short term, it may seem like computer-generated models reinforce a homogenous beauty standard. In the long term, this technology may pave the way towards greater body diversity and inclusiveness.


























