H&M: Stop using idealized CGI bodies to display your clothing
  • Petitioned Karl-Johan Persson

This petition was delivered to:

Karl-Johan Persson
Head of Communications
Kristina Stenvinkel
Head of Media Relations
Camilla Emilsson Falk

H&M: Stop using idealized CGI bodies to display your clothing

    1. Melissa Campbell
    2. Petition by

      Melissa Campbell

      East Elmhurst, NY

Super-airbrushed representations of women and girls are getting out of hand--and now H&M isn't even bothering with real models, instead choosing to use computer generated bodies to sell their clothing. They use computers to create slender, flawless bodies and then paste real models' heads onto them, creating an illusion far beyond the usual Photoshop retouching.

H&M has defended their actions, saying that they use CGI models "to show off the clothes," but we know that these are no mannequins: they're idealized, impossible bodies designed to look "real," with the implication that it's possible and desirable for their customers' bodies to look the same way. We agree with the Norweigan Broadcasting Corporation, who said "This illustrates very well the sky-high aesthetic demands placed on the female body. The demands are so great that H&M, among the poor photo models, cannot find someone with both body and face that can sell their bikinis."

It's like SPARK's Bailey Shoemaker Richards says: "Wouldn’t it have been a better idea to make (or, I don’t know, hire) a group of models with diverse body shapes and sizes to give girls a real idea of how their clothes will fit?"

The technology that H&M uses has the potential to improve an online shopping experience, not limit it. Why not let customers create CGI bodies based on their own measurements, allowing them to get an idea of what the clothing might look like on their own frames? It's time to get honest, H&M: drop the fake bodies or expand their sizes and shapes.

Recent signatures


    1. Reached 1,000 signatures


    Reasons for signing

    • Natalie Cipolla BATAVIA, NY
      • almost 3 years ago

      As an art hobbyist, I have plenty of love for stylized cartoon people, but there are no cartoon people in your customer base. What's the point of marketing a product to people who do not and cannot physically exist? Did you think of what might happen if your non-cartoon audience sees the real-human heads and mistakes the models for an attainable human standard?

      P.S. I think the live humans I know look nicer in swimsuits than your toon ladies.

    • Cheryl Hopper ROCHESTER, NY
      • almost 3 years ago

      Show us real women, not images of idealized bodies with proportions that are impossible to obtain and will ruin the health of or kill anyone who attempts to try to look like the images. Stop supporting a culture that encourages women to hate their bodies and to believe they are fat and ugly.

    • Sheri Barry ROCHESTER, NY
      • almost 3 years ago

      Misrepresentation of the human body is horribly glamourizing an unrealistic body image.

    • Laura Quickfoot NEW YORK, NY
      • almost 3 years ago

      Who are we supposed to be?

      Are we real or photoshoped?

    • Bláthnaid Deeny BRAGA, PORTUGAL
      • almost 3 years ago

      Mr Persson, Ms Stenvinkel and Ms Emilsson Falk, please have some respect for your customer base and the society in general which gives you your wealth. Thank you.


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