This is a totally new idea for me and to be honest I am not sure whether I am for or against it. H&M when shooting their campaigns use mannequins to photograph the clothes and then they 'humanize' them. They then shoot real models and superimpose their heads onto these computer generate bodies.
It is an interesting way of shooting a campaigns although I don't know whether it will catch on elsewhere? The images created lack the movement and personality that is captured when shooting a real person! Take the below image, sure these women are perfect looking but there is a kind of spooky feeling I get when looking at the image as well, although I will never know is this just because I know the secret behind these perfect bodies!
Although then again maybe it is for the greater good if women have no way they can compare themselves to these super beautiful bodies we see in fashion campaigns worldwide. If women see these images simply as they see mannequins in a shop would this help to stop some of this obsession everyone feels to look 'perfect'? I don't know but what I do know is H&M is trying something a little different, to my knowledge no other retail clothing brand are using this method to shoot there campaigns, at least not currently anyway!!
To read more on this story check out the following links;
Daily Mail
New York Magazine
If this has put you in the mood for a bit of shopping check this out, H&M Lookbook for their Autumn/ Winter Collection 2011/2012
